Next-Gen Apple TV Rumored at $99, Echoing 2nd & 3rd Generation Launch Prices The 2nd generation (2010) and 3rd generation (2012) Apple TVs launched at $99, with the latter eventually dropping to $69. Ming-Chi Kuo suggests the next generation Apple TV might start below $100.

Apple TV setup box
Apple TV setup box

The current Apple TV 4K, launched in October 2022, brought significant upgrades over the 2021 model, including a faster A15 Bionic chip, a 128GB storage option, a sleeker design, HDR10+ support, a USB-C port on the Siri Remote, and a reduced starting price of $129 compared to $179.

In January 2023, Bloomberg’s Mark Gurman reported that a new Apple TV was slated for release in the first half of 2024:

He commented at the time: “Beyond the future smart displays and new speaker, Apple is working on revamping its TV box. A new version with the current design is in the works for the first half of next year with a faster processor, the people said.”

With 2024 nearing its midpoint, it remains uncertain whether this timeline is still valid. The upcoming Worldwide Developers Conference (WWDC) keynote on June 10 could potentially unveil the new Apple TV, though no solid hardware announcements have been confirmed for the event.

Here’s a look back at the release dates for the last five Apple TV models:

  • Third-generation Apple TV 4K: October 2022
  • Second-generation Apple TV 4K: April 2021
  • First-generation Apple TV 4K: September 2017
  • Apple TV HD: September 2015
  • Third-generation Apple TV: March 2012


The next Apple TV is expected to feature a faster processor than the A15 Bionic chip and potentially a lower price. Analyst Ming-Chi Kuo suggested it might start below $100. Historically, the second-generation (2010) and third-generation (2012) Apple TVs were launched at $99, with the latter eventually dropping to $69, setting a precedent for affordable Apple TV models to compete with low-cost streaming devices from Google, Amazon, and Roku.

Although no significant design changes are rumored, Gurman mentioned that Apple has considered integrating a camera into a future model. With tvOS 17 introducing a FaceTime app for Apple TV, which uses the rear camera on connected iPhones or iPads for video calls, a built-in camera would eliminate the need for external devices for TV video calls.

If the WWDC keynote passes without an Apple TV announcement, there will no longer be any active rumors on when the next model might launch.


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