Apple has announced a new Apple TV 4K that costs $299 in the United States, making the streaming device substantially more expensive than the previous generation. The new model comes in a single configuration with 128GB of storage, Wi-Fi 7 and an Ethernet port.

The price represents a major change for Apple’s living-room hardware. The previous Apple TV 4K was offered in two configurations, most recently priced at $199 and $249 in the US after an earlier price increase. Apple’s new model eliminates that two-tier lineup and sets one price for the device.

Apple TV 4K now has one configuration

Rather than separating models by storage or connectivity, Apple is offering the new Apple TV 4K with a fixed feature set. Every version includes 128GB of storage, Wi-Fi 7 and Ethernet connectivity.

That means buyers no longer choose between the previous configurations. The 128GB capacity also gives the new model a larger storage allocation than the lower-priced version of the previous generation, although the new starting price is significantly higher.

Apple TV 4K price history

The latest price change continues a sharp increase over the course of this year. Apple TV 4K pricing has risen from a $129 starting point to $299, according to the announcement.

  • The earlier starting price was $129.
  • The previous generation’s two US prices were $199 and $249 after an earlier increase.
  • The new Apple TV 4K is priced at $299.

As a result, the new device costs more than either configuration of the previous model. The change also makes the 128GB version the entry point for Apple’s current Apple TV 4K range.

What the new price means for buyers

The single-model approach simplifies Apple’s lineup, but it also removes a lower-cost way to buy the Apple TV 4K. Customers who previously wanted the least expensive version now face a $299 starting price for the new generation.

Wi-Fi 7 and an Ethernet port are included across the only available configuration, while storage is set at 128GB. Apple has not presented a lower-priced configuration in the information provided with the announcement.

For existing Apple TV owners, the key change is therefore the cost of upgrading rather than a choice between multiple new models. The new Apple TV 4K’s $299 US price establishes a considerably higher entry point for Apple’s streaming hardware.