Recommended Free Tools
iTechGuides is reader-supported. When you buy through links on our site, we may earn an affiliate commission. As an Amazon Associate I earn from qualifying purchases. Learn more
The announced U.S. entry price for Apple TV 4K (4th generation) is $299. Apple opened preorders on October 13, 2026, and says retail availability begins November 13, 2026. Eligible Apple Card customers can see a six-month installment amount of $49.83, subject to Apple’s terms. That headline price is only one point in a two-decade history shaped by storage, Ethernet, regional taxes and inflation.
Apple TV pricing at a glance
| Model or configuration | Nominal price | Date and market | Important qualification |
|---|---|---|---|
| Apple TV 4K (4th generation) | $299 | Announced October 13, 2026; U.S. | Preorders opened October 13; retail availability scheduled for November 13, 2026 |
| Apple TV 4K (3rd generation), 64GB | $129 before increase; $199 after increase | U.S.; change reported June 25, 2026 | 64GB configuration |
| Apple TV 4K (3rd generation), 128GB with Ethernet | $179 before increase; $249 after increase | U.S.; change reported June 25, 2026 | Ethernet-equipped 128GB configuration |
| Apple TV 4K (3rd generation), 64GB | €169, later €229 | Europe; October 18, 2022 and June 25, 2026 | European list prices; taxes and regional pricing apply |
| Apple TV 4K (3rd generation), 128GB | €189, later €299 | Europe; October 18, 2022 and June 25, 2026 | European list prices; taxes and regional pricing apply |
| Apple TV 4K (4th generation), 128GB | €349 | Europe; November 13, 2026 | European list price |
These are list prices, not a single worldwide price. U.S. dollars and euros should be charted separately because Apple’s regional pricing and tax treatment differ.
What changed in 2026?
The new fourth-generation model
Apple announced Apple TV 4K (4th generation) on October 13, 2026 at $299 in the United States. The announcement date is also the preorder date; November 13 is the scheduled retail date. Apple lists a six-month Apple Card Monthly Installment amount of $49.83 for eligible customers, but that financing figure is not a lower product price and depends on approval and the applicable terms.
Apple vice president of Worldwide Product Marketing Bob Borchers described it as “our most immersive home theater experience yet.” That is a launch-positioning statement, not an independent performance measurement.
#1 Best Overall
- 4K High Dynamic Range (Dolby Vision and HDR10) for stunning picture quality
- Dolby Digital Plus 7.1 surround sound
- A10X Fusion chip for ultra-fast graphics and performance
- Voice search by asking the Siri Remote
The June increase to the 2022 models
Before the fourth-generation announcement, the 2022 Apple TV 4K models became substantially more expensive in the United States. The 64GB version moved from $129 to $199. The 128GB version with Ethernet moved from $179 to $249. Those changes must remain separate lines in a chart: storage capacity and networking hardware changed the comparison.
Apple TV price history by generation
The available historical points span the original Apple TV in March 2007 through the fourth-generation Apple TV 4K announced in October 2026. European records provide several early euro prices:
Rank #2
- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Wi-Fi 6 support - Enjoy smooth 4K streaming, even when other devices are connected to your router.
| Generation or model | Storage | European list price | Period |
|---|---|---|---|
| Original Apple TV | 40GB | €299 | 2007 |
| Apple TV 3 | Not stated | €79 | 2015 |
| Apple TV 4 | 32GB | €179 | 2015–2016 |
| Apple TV 4 | 64GB | €229 | 2015–2016 |
| Apple TV 4K (3rd generation) | 64GB | €169, then €229 | October 18, 2022; June 25, 2026 |
| Apple TV 4K (3rd generation) | 128GB | €189, then €299 | October 18, 2022; June 25, 2026 |
| Apple TV 4K (4th generation) | 128GB | €349 | November 13, 2026 |
The euro figures are useful for a European price series, but converting them into dollars would blur exchange-rate, tax and regional-pricing effects.
Nominal price versus inflation-adjusted price
A nominal chart records the amount printed on Apple’s price list at the time. An inflation-adjusted chart asks what an earlier price represents in later purchasing power. Glenn Fleishman’s historical chart uses the U.S. Bureau of Labor Statistics CPI-U and rebases the results to September 2026. That stated index and rebasing date are essential: changing either one changes every adjusted value.
Rank #3
- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
The published material identifies the CPI-U method and the September 2026 base, but does not state individual adjusted dollar figures in the supplied data. Do not fill those cells with guesses. A rigorous chart should show two clearly labelled series and attach the model, storage, Ethernet status, launch date, geography and currency to every point.
How to read the price chart
- Keep configurations separate. A 64GB Wi-Fi model is not equivalent to a 128GB Ethernet model.
- Mark price-change dates. The 2022 models had a different U.S. price before and after June 2026.
- Separate regions. Plot U.S. dollars and euros on different axes or in different panels.
- Label availability. The $299 fourth-generation U.S. figure was announced on October 13, 2026, while store availability was scheduled for November 13.
- State the inflation basis. Include “BLS CPI-U, rebased to September 2026” beside the adjusted series.
Is the fourth-generation Apple TV 4K worth $299?
That depends first on which older configuration you are replacing. Compared with the pre-June 2026 U.S. prices, $299 is $170 more than the 64GB model’s former $129 list price and $120 more than the 128GB Ethernet model’s former $179 price. Compared with the post-June prices, the gap is $100 over the 64GB model and $50 over the 128GB Ethernet model.
Rank #4
- The Google TV Streamer (4K) delivers your favorite entertainment quickly, easily, and personalized to you[1,2]
- HDMI 2.1 cable required (sold separately)
- See movies and TV shows from all your services right from your home screen[2]; and find new things to watch with tailored recommendations for everyone in your home based on their interests and viewing habits
- Watch live TV and access over 800 free channels from Pluto TV, Tubi, and more[3]; if you find an interesting show or movie on your TV, mobile app, or Google search, you can easily add it to your watchlist, so it’s ready when you are[2]
- Up to 4K HDR with Dolby Vision delivers captivating, true-to-life detail[4]; and you can connect speakers that support Dolby Atmos for more immersive 3D sound
Those are nominal comparisons only. They do not establish performance gains, picture quality, software support or value because the supplied pricing record contains no independent tests for those questions. For a purchase decision, first match the new model against the storage and Ethernet configuration you would otherwise buy, then account for the November 13 release timing and your region’s taxes.
Bottom line from the chart
Apple TV pricing has not followed a single straight line: configuration changes and the June 2026 increases materially alter the comparison. The clearest current U.S. benchmark is the announced $299 fourth-generation Apple TV 4K, while a meaningful historical analysis keeps 64GB, 128GB Ethernet, U.S. dollars, euros and inflation-adjusted values in distinct series.
Quick Recap
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.
