Apple raises Apple TV 4K price by $70 amid component cost increases
The tech giant cites a memory crisis and rising component costs for the hike, but competitors offer comparable specs at lower price points.
Apple has increased the retail price of the Apple TV 4K by $70, attributing the adjustment to a global memory crisis and rising component costs. The 64GB model now retails for $199, up from $129, while the 128GB variant has risen from $149 to $249. This follows similar price increases implemented last week for iPads and Macs as the company navigates supply chain pressures.
The Apple TV 4K is a four-year-old product that retains the A15 Bionic chip, offering fast navigation and support for major HDR formats including Dolby Vision and Dolby Atmos. Engadget previously reviewed the device in 2022, calling it the best premium streaming device by a long shot, noting its punchy image quality and seamless integration with the Apple ecosystem, including Apple Arcade and Fitness+.
Despite the device's strong performance, the price hike has intensified scrutiny over its value proposition against competitors. The Google TV Streamer, priced at $99, offers similar 4K/60fps output and HDR support for $100 less than the newly priced Apple TV. While it includes more advertisements on its homescreen, it was awarded best all-in-one streaming device by Engadget for its intuitive interface.
Amazon provides alternative options at significantly lower price points. The Fire TV Cube, at $140, includes hands-free Alexa, Wi-Fi 6E, and HDMI input, though it features heavy self-promotion. For budget-conscious consumers, the Fire Stick TV 4K Max costs $60 and includes Dolby Vision, Atmos, and built-in Xbox Game Pass cloud streaming, despite having less storage space.
Other market contenders also undercut the Apple TV 4K. The Roku Ultra 2024 is priced at $100, offering a similar specification sheet for half the cost of Apple's device. Additionally, the NVIDIA Shield Android TV Pro targets gamers and cinephiles with AI upscaling and GeForce Now support, presenting a compelling alternative for users already invested in PC gaming ecosystems.
While the Apple TV 4K remains a top-tier device for those deeply integrated into the Apple ecosystem, the $70 price increase makes it one of the most expensive options in its category. Consumers seeking comparable picture quality and performance can now acquire rival devices for substantially less, raising questions about whether the premium price tag is justified for an aging product.
