Apple TV 4K Price: New Model $299, Previous Model $199 and $249
MacRumors reported on October 13 that Apple's new Apple TV 4K is $299 and that the previous model was most recently $199 and $249. Here are the best-price answers, what changed and a five-step check.
What is the lowest total you would pay for Apple TV 4K streaming box today?
We search stores, coupons, cashback and open-box offers, and show only prices with a date on the page.
✓ This guide is for you if
- Want the newest Apple TV
- Want to avoid overpaying
- Are comparing streamers
- Want a price alert
✗ Skip it if
- Want a live price (open the listing)
- Want a predicted price (we don't predict)
- Already have a smart TV with your apps
- Need a confirmed current price
- What changed since our last update
- Why check the history before buying an Apple TV 4K now
- How to tell whether today's price is fair
- What this means if you're buying
- Common mistakes when buying an Apple TV
- Compare before you decide
- Apple TV 4K price reference points
- Honest pros and cons
- Before you buy
- Keep going
- FAQ
Apple TV 4K Price: Quick Answers
- How much is the Apple TV 4K?
- MacRumors (October 13, 2026) reported Apple's new 4th-generation Apple TV 4K at $299 in the US, in one configuration: 128GB with Wi-Fi 7 and Ethernet. It is on pre-order and available from November 13 (Apple's store page).
- How much was the previous Apple TV 4K?
- MacRumors (October 13, 2026) said the previous model's two configurations were most recently $199 and $249, after an earlier price increase.
- What is the best price for the Apple TV 4K?
- We found no confirmed lowest price. MacRumors (October 13, 2026) said the starting price went from $129 to $299 this year, so older prices don't apply to the new model.
- When is the new Apple TV 4K available?
- November 13, 2026, with pre-orders open, per Apple's store page.
- Will the Apple TV 4K be on sale on Black Friday?
- We can't predict that. Black Friday is November 27, 2026 and Cyber Monday is November 30. The new model ships two weeks earlier.
- Is $299 more than before?
- Yes. The starting price rose from $129 to $299 this year: $170, about 132% more (our arithmetic), per MacRumors (October 13, 2026).
What changed since our last update
The page we replaced said the Apple TV 4K was "$129 right now," with the 128GB at $149, "stable" and rarely discounted. That is no longer true. MacRumors (October 13, 2026) reported that Apple's new 4th-generation Apple TV 4K has a single configuration, 128GB with Wi-Fi 7 and Ethernet, at $299 in the US. It said the previous model's two configurations were most recently $199 and $249 after an earlier price increase, and that the starting price had gone from $129 to $299 this year. Apple's store page lists the new model for pre-order, available from November 13.
Why check the history before buying an Apple TV 4K now
Apple changed the price twice this year and is about to replace the model, so an old price tells you little.
- The starting price went from $129 to $299 this year, per MacRumors: $170 more, or about 132% (our arithmetic).
- The previous model's most recent prices were $199 and $249, so the new model is $50 to $100 above them (our arithmetic).
- The new model is on pre-order and is due on November 13, two weeks before Black Friday on November 27.
The free Zroppix extension puts that history on the Amazon listing itself: the last 90 days of price for the exact version you have open, a BUY or WAIT verdict based on where today's price sits in that range, and an alert if you would rather wait. No account is needed to see the history.
Is today's price near $199, or near $299?
Open the Apple TV 4K on Amazon with Zroppix and see the 90-day price range for the exact model before you pay.
How to tell whether today's price is fair
We don't publish a price chart or a predicted price for the Apple TV 4K on this page, because we can't back one up with recorded data here. What we can give you is a method that works for any product, and the free Zroppix extension that applies it for you on the Amazon page.
- Confirm the exact version. Model year, size, colour and bundle can each change the price. Read the title and the variant selector, not just the headline.
- Open the price history. Use the Zroppix extension (90-day history on Amazon pages) or another tracker such as CamelCamelCamel or Keepa. Where Amazon shows its own price history link, use that too.
- Compare today's price with the lowest in the window. At or near the low is a fair price. A big "percent off" badge on its own proves little, as our guide to sale badges explains.
- Check who sells it. Amazon or the brand is safest. Compare against the manufacturer's own site, which may run separate promotions.
- Set an alert if the price isn't right yet, and decide on your own timeline. Nobody can tell you what the price will do next.
What this means if you're buying
- You want the newest model: Apple lists it at $299 for pre-order. Retailers may price it differently, so compare before you decide.
- You want to spend less: a cheaper streamer, like a Fire TV Stick 4K Max, covers many of the same apps. We haven't compared them.
- You're looking at the previous model: check that the listing says which model it is, who sells it and what the price is. Our sources don't tell us how much of it is left in stock.
We don't predict prices, and we haven't found a report of the new model being discounted. Black Friday is November 27 and Cyber Monday is November 30, 2026.
Common mistakes when buying an Apple TV
- Using an old "$129" price. Apple's pricing changed this year.
- Mixing up the new and previous models. Check the title and the generation.
- Paying for features you won't use. Many smart TVs already include the streaming apps, so check what your TV does first.
- Expecting a discount on a new model. We can't predict one.
Compare before you decide
If the price isn't right, or you want to compare options, these are worth a look.
Apple's streaming box. A new 4th-generation model is on pre-order.
Check before buying: Check whether the listing is the new model or the previous one, and who sells it.
Amazon's streaming stick, with its own price page here.
Check before buying: Compare the price and what you'd use it for.
Another low-cost streamer.
Check before buying: Check the model name and the seller.
A good cable matters for 4K video.
Check before buying: Check that it is rated for 4K and the HDMI version your TV supports.
The new model has an Ethernet port, per MacRumors.
Check before buying: Check the length and category.
Apple TV 4K price reference points
Dated reports from named sources, not today's prices. Apple changed this pricing in 2026.
| Date | Model | Reported price | Source | Check it |
|---|---|---|---|---|
| Oct 13, 2026 | New Apple TV 4K (4th gen, 128GB) | $299 US, pre-order, launches Nov 13 | MacRumors | Find cheaper → |
| Oct 13, 2026 | Previous Apple TV 4K | Most recently $199 and $249 (two configurations) | MacRumors | Find cheaper → |
| 2026 (before Oct 13) | Starting price | Went from $129 to $299 this year | MacRumors | Find cheaper → |
Honest pros and cons
What stands out
- A new model is on the way, with Wi-Fi 7 and Ethernet, per MacRumors
- Apple's own page lists the price
- Cheaper streamers are an option
- Black Friday is two weeks after launch
What to weigh
- Apple raised the price this year
- The previous model's stock and prices are unclear
- We haven't tested the new model
- We show no live prices
Before you buy
A quick checklist for this purchase.
- Confirm the exact model in the listing title and variant selector.
- Check what's included: bundle, accessories, colour.
- Open the price history for that exact model.
- Compare today's price with the lowest in the window.
- Check the seller and the return window.
- Set an alert if the price isn't right yet.
Keep going
Frequently asked questions
How much is the new Apple TV 4K?
$299 in the US for the 4th-generation, 128GB model, on pre-order for November 13, per MacRumors (October 13, 2026).
What is the best price for the Apple TV 4K?
We found no confirmed lowest price. The previous model was most recently $199 and $249, and the new one is $299, per MacRumors.
How much is the Apple TV 4K?
MacRumors reported on October 13, 2026 that the new 4th-generation model is $299 in the US (128GB, Wi-Fi 7, Ethernet) and that the previous model was most recently $199 and $249. Check the live listing.
When does the new Apple TV 4K come out?
Apple's store page lists it for pre-order with availability from November 13.
Did the Apple TV 4K price go up?
MacRumors said the starting price went from $129 to $299 this year, after an earlier increase to $199.
Will the Apple TV 4K be on sale for Black Friday?
We can't predict that. Black Friday is November 27 and Cyber Monday is November 30, 2026, and we haven't found a report of the new model being discounted. Set an alert and check the history first.
Is the old Apple TV 4K still worth buying?
It depends on its price and what you need. Check that the listing names the generation and compare it with the $299 new model and with cheaper streamers.
Do I need an Apple TV 4K at all?
Many smart TVs include the main streaming apps. Check what your TV already does before you pay.
How do I check the price history?
Install the free Zroppix extension for a 90-day history on Amazon pages, or use a tracker such as CamelCamelCamel or Keepa.
A $100 gap is worth a check
MacRumors reported the new model at $299 and the previous one most recently at $199 and $249. Check which model you're looking at, and set an alert if it isn't there yet.
🛡️ See the Real Price History
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How this page was made. Written by the Zroppix team with AI assistance (Claude, from Anthropic). Prices and facts can change after a page is written, so check the retailer’s own page before you buy. This page has no affiliate links. We make Zroppix and sell Zroppix Pro, a paid plan.