Apple just made one of the biggest pricing moves in Apple TV history.
The entry-level Apple TV (Wi-Fi) jumped from $129 to $199, while the Wi-Fi + Ethernet model climbed from $149 all the way to $249.
These changes are live now through Apple’s online store and authorized retailers, though some third-party sellers have not caught up yet.
Other Apple Price Hikes
It is not just the streaming box, either. Apple raised prices across much of its lineup in the same wave, sparing only the iPhone. So if you were hoping this was a one-time blip, the wider pattern says otherwise.
The company blames the usual suspects: rising component costs, semiconductors, logistics, and continued research spending. The hardware itself did not change. You get the same A15 Bionic chip, the same 64GB of storage, and the same 4K HDR playback that sold for less last week.
Streaming hardware prices like this rarely come back down. The trend points up, not down.
A Smarter Path for Cord-Cutters
We have said it for years, and this hike makes the case louder. You do not need to spend more than $100 on a box to get a gorgeous 4K experience.
A quality Android TV or Google TV device delivers stunning 4K HDR streaming for a fraction of these new prices.
Walmart’s Onn 4K Google TV boxes sell for around $20 to $50. You could grab roughly eight of them for what a single Wi-Fi + Ethernet Apple TV now costs.
Price aside, Google TV and Android TV simply hand you more freedom. These devices support sideloading and full customization, so you can install the apps you actually want instead of living inside one company’s walled garden. Apple’s tvOS will not let you do that, and at $249 it is asking you to pay extra for the lockdown.
Final Thoughts from Troy
Apple builds polished hardware, no argument there. But $199 to $249 for a streaming box is a tough sell when a capable Google TV box does the same core job for under $30 and gives you far more control.
With Apple’s prices climbing across the board and unlikely to drop, now is the moment to ask whether the Apple tax is worth paying.
For more details, refer to the reports from AppleInsider and Gizmodo.
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