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The new Apple TV 4K (2026) goes on sale this Friday, November 13, and it costs $299, more than double the $129 starting price of the model it replaces. That jump lands in a year when nearly every streaming box got more expensive, so the real question for holiday shoppers is simple: is Apple’s new box worth it, or should you buy something cheaper? Here’s what changed, who should upgrade, and what to buy instead.
Quick Answer: Buy the $299 Apple TV 4K only if you live in the Apple ecosystem and want the new hands-free Siri, Apple’s smart home hub features, or the fastest streaming box available. If you own a 2022 Apple TV 4K, it already gets the new Siri features in tvOS 27.2, so you can skip this upgrade. Everyone else can get Dolby Vision, Dolby Atmos, and Ethernet for about half the price from a Google TV Streamer or Roku Ultra, or for much less from a Fire TV Stick 4K Max on sale. Check the Apple TV 4K price on Amazon.
Apple TV 4K (2026) at a glance
| Detail | What we know |
|---|---|
| Announced | October 13, 2026 |
| Release date | Friday, November 13, 2026 (pre-orders open now) |
| US price | $299, one model only |
| Previous model’s launch price | $129 (Wi-Fi, 64GB) and $149 (Wi-Fi plus Ethernet, 128GB) in 2022 |
| Chip | A19, up to 50% faster central processing unit (CPU) and up to 2x faster graphics processing unit (GPU) than the last model, per Apple |
| Storage | 128 gigabytes (GB) |
| Connectivity | Wi-Fi 7, Gigabit Ethernet, Thread, Bluetooth 6, High-Definition Multimedia Interface (HDMI) 2.1 |
| New features | Three far-field microphones for hands-free Siri, Siri artificial intelligence (AI), Find My for the remote |
| Siri Remote sold separately | About $59 |
Dates, price, and chip details come from Apple’s press release; Wi-Fi 7, Ethernet, HDMI 2.1, Bluetooth, and storage details come from MacRumors; and the remote price comes from 9to5Mac. Prices change, so check current listings before you buy.
What changed with the Apple TV 4K (2026)
Apple announced the fourth-generation Apple TV 4K on October 13, 2026, with pre-orders opening the same day in the US and 29 other countries and regions, and in-store availability on Friday, November 13, according to Apple’s announcement. It’s the first new Apple TV hardware since October 2022, when Apple launched the A15 model at $129 for the Wi-Fi version and $149 for the version with Ethernet, according to Apple’s 2022 press release.
Price: one $299 model
Apple now sells a single configuration for $299 with 128GB of storage, Wi-Fi 7, and Gigabit Ethernet, according to MacRumors. There’s no cheaper Wi-Fi-only version. Apple didn’t give a reason for the higher price, but component costs pushed up prices across the category this year (more on that below).
Hardware: A19 chip, Wi-Fi 7, and built-in microphones
The A19 chip delivers up to 50% faster CPU performance and up to twice the GPU performance of the previous generation, and it adds a dedicated decoder for AOMedia Video 1 (AV1), the efficient video format YouTube and other services use, according to Apple. Three far-field microphones let you talk to Siri without picking up the remote. The box also works as a home hub for Apple’s Home app with Thread support. Apple’s Apple TV 4K product page lists Dolby Vision and HDR10+ support for high dynamic range (HDR) video.
Software: Siri AI and a smarter remote
The headline software feature is a new full-screen Siri powered by Apple Intelligence. It arrives as a beta in tvOS 27.2, works on the Apple TV 4K (2nd generation or later), and launches in English in the US, UK, Canada, Australia, and a few other countries, according to Apple. Apple also says some Siri AI features have daily usage limits and that expanded access will cost extra in the future. The redesigned Siri Remote keeps the same shape but adds Find My with Precision Finding, a built-in speaker so you can make it play a sound, and Universal Serial Bus Type-C (USB-C) charging, per Apple and MacRumors.
Why every streaming box costs more this holiday season
Apple isn’t alone. Google now lists the Google TV Streamer at $149.99 on the Google Store, up from $99.99, and Google blamed rising component costs, according to TechRadar. Roku raised the Roku Ultra from $100 to $150 in July and pointed to memory shortages caused by the AI boom, according to The Desk. Amazon raised Fire TV list prices in August, and this week Walmart raised every Onn Google TV streamer by $10, according to 9to5Google. Our Fire TV Stick comparison covers Amazon’s new prices in detail.
The upshot: list prices are high across the board, so Black Friday and holiday discounts matter more than usual this year. Apple rarely discounts a brand-new Apple TV, while Amazon, Google, and Roku cut their own devices often.
Who it affects and what to do now
If you own a 2022 Apple TV 4K
Keep it. Your box gets the new Siri AI beta in tvOS 27.2, and it already streams 4K with Dolby Vision. You’d pay $299 mainly for hands-free voice control, Wi-Fi 7, and faster performance. If you just want the new remote’s Find My features, Apple sells the remote separately, and it works with older Apple TV 4K models, according to Apple.
If you own a first-generation Apple TV 4K or Apple TV HD
This is the group with the best case for upgrading. Apple says the Siri AI beta needs a second-generation Apple TV 4K or later, so a 2017 box misses out. If you rely on AirPlay, Apple Fitness+, a HomePod home theater setup, or Apple’s Home app, the new model is the natural replacement.
If you’re buying your first streaming box
You probably don’t need to spend $299. The Google TV Streamer and Roku Ultra both support Dolby Vision, Dolby Atmos, and Ethernet for about $150 at list price, and the Fire TV Stick 4K Max supports Dolby Vision and Atmos for less, especially on sale. If you prefer Roku’s simple menus, our guide to the Fox Roku deal explains what the new ownership means for Roku owners. Our smart TV vs Roku TV comparison can also help you decide whether your TV’s built-in apps are good enough.
If you’re watching your monthly bill
Hardware is a one-time cost, but subscriptions keep climbing. Our list of every 2026 streaming price increase shows where you can trim before you upgrade your box.
Apple TV 4K vs cheaper streaming boxes on Amazon
Amazon is our main affiliate partner, and it sells the main alternatives below. Prices are approximate list prices based on manufacturer and retailer listings; holiday sales often cut them sharply, and prices change often.
| Product | Best for | Key specs | Approximate price | Shop |
|---|---|---|---|---|
| Apple TV 4K (2026) | Apple households and smart home hubs | A19 chip, 128GB, Wi-Fi 7, Ethernet, Dolby Vision, hands-free Siri | About $299 | Check price on Amazon |
| Google TV Streamer | Google Home and Android phone users | 32GB, 4GB random access memory (RAM), Dolby Vision, Dolby Atmos, Ethernet | About $150 | Check price on Amazon |
| Roku Ultra | The simplest interface | Wi-Fi 6, Ethernet, Dolby Vision, HDR10+, Dolby Atmos, Voice Remote Pro | About $150 | Check price on Amazon |
| Fire TV Stick 4K Max | Best value with Dolby Vision | 16GB, Wi-Fi 6E, Dolby Vision, Dolby Atmos, Fire OS | About $85 list, often much less on sale | Check price on Amazon |
Specs are based on manufacturer listings from Apple and the Google Store, plus reporting from ecoustics for Roku and AFTVnews for Fire TV. Want hands-free voice control and Ethernet from Amazon instead? Our Fire TV Cube review covers Amazon’s top box.
Frequently asked questions
When does the Apple TV 4K (2026) come out?
The Apple TV 4K (2026) comes out on Friday, November 13, 2026. Pre-orders opened on October 13 at apple.com and in the Apple Store app in the US and 29 other countries and regions.
How much does the new Apple TV 4K cost?
The new Apple TV 4K costs $299 in the US. Apple sells one model with 128GB of storage, Wi-Fi 7, and Gigabit Ethernet, and there’s no cheaper Wi-Fi-only version this time.
Will my older Apple TV get the new Siri?
Yes, if it’s an Apple TV 4K (2nd generation) or newer. Apple says the Siri AI beta comes to those models in tvOS 27.2. The hands-free microphones are exclusive to the 2026 model, so older boxes still need the remote.
Is the Apple TV 4K (2026) worth it over a Roku or Fire TV?
It’s worth it if you use an iPhone, AirPlay, HomePods, or Apple’s Home app. For basic 4K streaming with Dolby Vision and Atmos, a Roku Ultra, Google TV Streamer, or Fire TV Stick 4K Max covers the same apps for far less.
Sources
- Apple Newsroom: Apple unveils the new Apple TV 4K, supercharged by Siri AI (October 13, 2026)
- Apple Newsroom: Apple introduces the powerful next generation Apple TV 4K (October 18, 2022)
- MacRumors: New Apple TV 4K announced
- 9to5Mac: Apple announces new Apple TV 4K
- Google Store: Google TV Streamer
- The Desk: Roku raises prices, memory component shortages blamed
- 9to5Google: Walmart raises prices on its entire Google TV streamer lineup (November 9, 2026)
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- Fire TV Stick 4K (2026) vs 4K Select vs 4K Max: Which Fire Stick to Buy After the Price Hike
- Fox Now Owns Roku: What the $22 Billion Deal Means for Roku TV and Stick Owners
- Fire TV Stick 4K Max Review: Still Amazon’s Best Stick in 2026?
- Every Streaming Price Increase in 2026 and How to Pay Less This Holiday Season
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