John is a writer at Pocket-lint. He is passionate about all things technology, and is always keeping up with the latest smartphone and PC releases. John has previously written at MobileSyrup. When he’s not reading and writing about tech, he enjoys listening to history podcasts and watching documentaries.
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If you've been eyeing Apple's all-new streaming set-top box, the 4th generation Apple TV 4K, then now might be the right time to scoop up a pre-order unit. For a limited time only, the device is listed on Amazon for $290 -- that's $10 off its MSRP of $300.
While not a huge discount by any means, it's still curious to see Amazon undercutting Apple this early in the device's lifespan. For reference, the 4th-gen Apple TV 4K was announced at a "Welcome Home" event in New York City on October 13, with pre-orders opening soon after, and with an official launch date slated for November 13.
Apple TV 4K (4th gen, 2026)
- Apple
- Apple TV 4K (4th gen), Siri Remote
- Bluetooth 6
- Wi-Fi 7
- Gigabit Ethernet
- Dolby Vision, HDR10, HDR10+, HLG
Apple's next-generation streaming set-top box, the 4th generation Apple TV 4K features the A19 chipset, native compatibility with Siri AI, and built-in microphones for voice input.
The 4th generation Apple TV is a tough sell
$10 off isn't enough to make this a no-brainer purchase
In some ways, I find the new 4th generation Apple TV 4K to be a let-down. After years of waiting, the set-top box has received what amounts to a glorified spec bump, going from the A15 Bionic processor to the A19 chipset. This equates to a massive boost in performance (as well as double the RAM), which is great, but there are hardly any applications on tvOS that truly benefit from the added horsepower at this point in time.
The new Siri Remote does feature Find My support with Precision Finding, which is a nice upgrade, but it's a small one to be sure. The addition of built-in microphones for Siri AI dictation is also an appreciated inclusion, but Siri AI itself is confirmed to be coming to the 2nd-gen and 3rd-gen Apple TV 4K models as well. This takes away from the 4th-gen's luster to a degree, though I'm not complaining about Apple's decision to port over its AI features to older hardware models.
$10 off the 4th-gen's MSRP over at Amazon is a nice pre-order bonus for those looking to pick up a unit.
Overall, I would've loved to have seen Apple push further, perhaps with a smaller, metal-clad set-top box chassis, or with a redesigned Siri remote that draws inspiration from previous generations (the return of motion and tilt controls would've been pretty cool). Instead, the company has left things mostly unchanged, while also axing the 64GB Wi-Fi-only model in its entirety, and while bumping up prices for the 128GB with Wi-Fi and Ethernet variant by $50 in the process.
At $300, the latest Apple TV 4K is a tough sell, especially when you consider that the third-gen model started at a base price of $130 before receiving a price hike back in June of this year. $10 off the 4th-gen's MSRP over at Amazon is a nice pre-order bonus for those looking to pick up a unit, but it's hardly enough to sway the bang-for-your-buck tides by any meaningful degree.