Soaring memory and chip prices have been having an adverse effect on hardware prices for a few months. Apple already raised its streaming box’s prices some time ago, but the long-anticipated Apple TV 4K 2026 recently launched with an even higher, eye-watering price tag of $299, bringing it right on par with the Nvidia Shield TV Pro after its recent hike. For comparison, the previous Apple TV 4K used to start at a much more palatable $129. Not too long ago, there were rumors that Apple might release an even cheaper variant next — but it went the opposite way.
$300 is way too much money to watch Netflix while you scroll on your phone — you can get a full-blown TV for that kind of price these days. If you don’t mind stepping outside Apple’s walled garden, you can easily snag a much better deal where you not only get premium hardware and all the associated perks, but also save tons of cash upfront.