The rumor mill continues to swirl about the4th-gen Apple TV 4K. So far, things have been just that – rumors. However, reports continue to insist that one will be revealed and released before the end of the year. It’s been three years since the third-gen Apple TV 4K released, so we’re due for an upgrade.
Something that I’ve been wary about, especially now with new tariffs in effect, is the price of theApple TV 4K. It’s already $130 or $150, depending on the model, and that makes it the most expensive streaming box on the market. While it’s also my favorite box, it’s not like it’s miles better than theRoku Ultra, one of its direct competitors. A lower price would make the Apple TV a lot more appealing, and there are many rumors indicating Apple plans to make it more affordable.
I’ve been seeing a lot of rumors throwing around a $100 price tag, a price that brings it directly in line with the Roku Ultra. At that price, I’d recommend it every day of the week, and I’d probably pick up a pair of them to spread them around my house. Unfortunately, I don’t see a reality where that’s going to happen.
Apple TV 4K (2022)
A price cut this steep doesn’t seem logical
New products don’t tend to be cheaper
The only time I see price cuts on something is when the product has been out for a long time, and it’s more cost-effective to build it. You see it across game console generations, although this current generation has bucked the trend with price increases for both theXbox Series lineand thefirst Nintendo Switch.
When a new generation launches, it usually comes in at the highest price it’s ever going to be at, and that’s why I find it hard to believe Apple will be cutting the price of the next Apple TV 4K. As much as I’d love to be wrong, there just doesn’t seem to be much of an incentive for Apple to cut the price of the new Apple TV 4K. It’s not like it’s going to be using the same components as its predecessor either.
So far, rumors suggest the next-gen Apple TV 4K will boast a newer chip, utilize Wi-Fi 7, and integrate better into smart home setups. Upgrading the processor typically means it’s going to be more expensive to make the new model. I won’t lie and say a price cut to this magnitude wouldn’t be beneficial because Apple would almost certainly move more devices, but I don’t see how it’d be profitable. Unless Apple found some magical way to drive costs down, the new Apple TV 4K is highly unlikely to launch at $100.
What I could see happening is Apple slashing the prices of the current inventory of Apple TV 4K devices just to get rid of them. I don’t see the third-gen staying in production once the fourth-gen releases, so there has to be a good way to get rid of them. They’ve hardly gone on sale since launching three years ago, so I could see a fire sale being lucrative.
A price cut would be very nice
Fingers crossed it happens
I don’t want to sound like I’m completely against the idea, because I’m not. I’ve long said that Apple needs to have lower prices to be a true industry leader in streaming. With the prices the way they are, I’d typically point someone toward a 4K streaming stick before I recommend an Apple TV 4K. With its current price, the Apple TV 4K is positioned as an enthusiast’s box, and it does a great job being that. The Apple TV 4K is my favorite device, but a big reason for that is because of how much I like to dig into the weeds.
I’ve tried (and enjoyed) things like Apple Arcade and Apple Music, so the added functionality of Apple’s box does a lot for me. For many other people, $150 is just far too high of a price, especially considering there’s enough overlap with the Roku Ultra or Google TV Streamer for people to just gravitate toward those instead. A lot of it comes down to the ecosystem too, and the Apple TV 4K massively benefits from being part of the Apple one.
I’ve never felt left out with my Roku Ultra or Amazon Fire TV Stick, like I do with my Apple TV 4K. I don’t have an iPhone or iPad, so there are some basic features, like Find my Remote, that I can’t even use with my Apple TV. When you take other products that come in at a lower price, and they don’t require you to buy into a certain company’s product line, it’s difficult to recommend something else.
Even if Apple doesn’t cut the price, I’ll likely still pick up the next model, but that’s because I already love it. Keep in mind that I’m coming from a first-gen model, so the upgrade would be massive for me, just as it would be if I picked up a third-gen Apple TV 4K. I’m already missing out on cool updates like Liquid Glass, expanded aspect ratios, and even Snoopy backgrounds, so there are a lot of gains to be had if you’re in my shoes.
It doesn’t feel like it’s going to happen, but it’d be great if Apple came out with a streaming stick. I’d still buy an Apple TV 4K for my living room, as that’s where the majority of my viewing happens, but it’d be great if I could have seamless transitions between rooms with a cheaper stick working in tandem with my Apple TV.
I’d look at it much like my Roku Ultra and Roku Streaming Stick. The two devices tackle very different things, and I don’t expect my stick to provide the same performance as the box. I’d apply that same thinking to an Apple streaming stick, and with it being a stick, the price would be far lower. Apple has always been resistant to introducing a budget-friendly product, so this is largely wishful thinking on my end – much like an Apple TV 4K price cut.
