Apple’s announced Apple TV 4K (4th generation) costs $299 in the United States. Preorders opened October 13, 2026, and retail availability is scheduled for November 13, 2026. That price sits above the sharply increased 2022 models, whose U.S. list prices rose to $199 for 64GB and $249 for 128GB with Ethernet in June 2026.
Apple TV pricing at a glance
The current announced entry price is $299 for Apple TV 4K (4th generation). Apple also lists a six-month Apple Card Monthly Installment amount of $49.83, subject to eligibility and the applicable installment terms. The new model was announced October 13, 2026; retail sales are scheduled to begin November 13, 2026.
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| Model or event | Configuration | U.S. list price | Date and status |
|---|---|---|---|
| Apple TV 4K (3rd generation, 2022) | 64GB, Wi‑Fi | $129 before June 2026; $199 after the increase | June 2026 price change reported by What Hi‑Fi on June 25, 2026 |
| Apple TV 4K (3rd generation, 2022) | 128GB with Ethernet | $179 before June 2026; $249 after the increase | June 2026 price change reported by What Hi‑Fi on June 25, 2026 |
| Apple TV 4K (4th generation) | Configuration announced by Apple; U.S. entry model | $299 | Announced October 13, 2026; retail availability scheduled for November 13, 2026 |
These are nominal prices: the dollar amounts printed on Apple’s price list at the stated dates. They are not adjusted for inflation, and the two 2022 configurations should not be treated as interchangeable because storage and Ethernet differ.
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What changed in June 2026?
64GB model
What Hi‑Fi reported that the 64GB Apple TV 4K (2022) increased from $129 to $199 in June 2026. That is a $70 increase, or roughly 54 percent relative to its former list price.
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128GB Ethernet model
The 128GB version with Ethernet rose from $179 to $249, a $70 increase and roughly 39 percent relative to its former list price. Because the two models started at different prices, the same dollar increase produces different percentage changes.
Why configuration matters
Storage capacity and networking hardware change the value of a comparison. A 64GB Wi‑Fi unit is not a lower-storage version of the 128GB Ethernet unit in every practical respect: Ethernet can matter for a wired home network, while additional storage provides more room for apps and games. A price chart should therefore keep them on separate lines rather than presenting one blended “Apple TV 4K” price.
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European prices are a separate series
European list prices cannot be converted directly into a U.S. price history. Apple sets regional prices and taxes differ by country. Consomac’s dated table provides these euro figures:
| Model | Configuration | Euro list price | Date |
|---|---|---|---|
| Original Apple TV | 40GB | €299 | 2007 |
| Apple TV 3 | Entry model | €79 | 2015 |
| Apple TV 4 | 32GB / 64GB | €179 / €229 | 2015–2016 |
| Apple TV 4K (3rd generation, 2022) | 64GB / 128GB | €169 / €189 | October 18, 2022 |
| Apple TV 4K (3rd generation, 2022) | 64GB / 128GB | €229 / €299 | June 25, 2026 |
| Apple TV 4K (4th generation) | 128GB | €349 | November 13, 2026 |
The euro table shows the same broad pattern as the U.S. figures: the 2022 generation was repriced substantially in 2026, and the fourth-generation 128GB model occupies a higher tier. These euro amounts are not exchange-rate equivalents of the U.S. prices.
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How to chart nominal and inflation-adjusted prices
Nominal series
Plot Apple’s published list price at each launch or price-change date. Label every point with generation, storage, Ethernet status, date, geography and currency. Include separate points for the June 2026 64GB and 128GB increases; combining them hides the configuration-specific change.
Inflation-adjusted series
For a meaningful long-term comparison, convert each U.S. launch price into a common purchasing-power basis. Glenn Fleishman’s chart uses the U.S. Bureau of Labor Statistics CPI-U and rebases the results to September 2026. That rebasing date must remain attached to every adjusted value: changing the reference month changes the result.
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- Record the nominal U.S. list price and its date.
- Identify the CPI-U index for that date and the September 2026 CPI-U index.
- Multiply the nominal price by the September 2026 index divided by the launch-date index.
- Keep the adjusted value in a second series, separate from the nominal line.
- Annotate model configuration and any mid-generation price change so readers can distinguish a product change from general inflation.
The original Apple TV launched in March 2007, and Fleishman’s series runs from that model through the fourth-generation Apple TV 4K announced October 13, 2026. An inflation-adjusted figure is an analytical comparison, not a price Apple charged at the time.
Is the fourth-generation Apple TV 4K worth the increase?
The answer depends on which baseline you use. Against the post-June 2026 128GB Ethernet model at $249, the new $299 entry price is $50 higher. Against the former 64GB price of $129, the gap is $170, but that comparison also crosses a storage and networking difference. Buyers should first decide whether they need the new model’s capabilities and 128GB configuration, then compare it with the repriced 2022 alternatives that are actually available.
Apple describes the fourth-generation Apple TV 4K as its most immersive home-theater experience yet. The company also positions Apple TV 4K as a home hub and documents pairing with HomePod speakers for surround sound. Those features can justify a premium for a household building around Apple’s smart-home and audio ecosystem, but the $299 figure alone does not establish performance or value without independent testing.
Quick Recap
What the price history shows
- The announced U.S. entry price is $299 for the fourth-generation Apple TV 4K.
- The 2022 U.S. models received $70 list-price increases in June 2026, reaching $199 and $249.
- Storage and Ethernet are essential comparison axes; they must be labeled on any chart.
- U.S. dollar and European euro histories belong in separate series because regional pricing and taxes differ.
- Inflation comparisons are only reproducible when the index, CPI-U basis and rebasing month are stated.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
