Apple Raises Apple TV 4K Price With New $299 Model

Apple introduced the new Apple TV 4K on October 13, 2026, bringing a $299 model to U.S. customers with updated hardware and Siri AI features. The company announced the device as its latest streaming product.

According to MacRumors, the new Apple TV 4K comes in one configuration with 128GB storage, Wi-Fi 7, and an Ethernet port. The previous model lineup had been priced at $199 and $249 in the U.S.

Apple also said the new device includes an A19 chip and Siri AI capabilities. According to 9to5Mac, Apple confirmed that Siri AI will also reach select older Apple TV 4K models.

"Siri AI is available as a beta on Apple TV 4K (2nd generation or later), and is available at launch in the U.S., Australia, Canada, India, New Zealand, Singapore, South Africa, and the UK in English." Apple said.

The software feature will be available through a forthcoming tvOS update for Apple TV 4K second- and third-generation models, according to 9to5Mac. The report noted newer hardware may provide stronger performance.

The new pricing represents a significant increase from the previous Apple TV 4K starting price, which MacRumors reported had risen from $129 to $299 this year.