Kuo: Next-Generation Apple TV Likely to Have Even Lower Sub-$100 Starting Price

The new Apple TV 4K announced today already has a lower starting price of $129, compared to $179 for the previous model, but analyst Ming-Chi Kuo believes that the next-generation Apple TV could be sold at an even lower price point.

Apple TV 4K 2022
In a tweet today, Kuo said a sub-$100 price would be the "sweet spot" for the Apple TV and added that he expects the next-generation model to be "more affordable."

Both the second-generation (2010) and third-generation (2012) models of the Apple TV were priced at $99 at launch, and Apple eventually lowered the price of the third-generation model to $69, so there is precedent for a sub-$100 Apple TV, which would better compete with low-priced streaming devices sold by Google, Amazon, and Roku.

Another possibility is that when the next Apple TV launches, the model announced today remains in the lineup for around $99.

In the meantime, the latest Apple TV 4K is certainly a better value than its predecessor. Even if Apple is attempting to upsell customers to the $149 model with 128GB of storage, Ethernet, and Thread support, that device is still a better value than the previous model with 32GB of storage for $179 or 64GB storage for $199.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Caution)

Top Rated Comments

jz0309 Avatar
19 months ago

I wish Apple would just make a TV instead of solely offering a box.

Imagine a TV with high build quality, screens, and the software built right into it.
Imagine the price for that…
Score: 42 Votes (Like | Disagree)
Macintosh Quadra 840av Avatar
19 months ago
He's already throwing the guesses out there, so that we don't pay attention to the fact he was mostly wrong about this current release.
Score: 13 Votes (Like | Disagree)
jz0309 Avatar
19 months ago
Lesson learned, always wait for the next generation… I’ve already said in the other post, this one will be on sale for $99 within the next 6 months tops - that’s when I’m gonna buy it
Score: 11 Votes (Like | Disagree)
TigerNike23 Avatar
19 months ago

I wish Apple would just make a TV instead of solely offering a box.

Imagine a TV with high build quality, screens, and the software built right into it.
This is Apple.

The stand would be optional. The power cord would be optional. And the remote would not have an AirTag feature built in.
Score: 11 Votes (Like | Disagree)
sorgo † Avatar
19 months ago
Remote not included. :)
Score: 10 Votes (Like | Disagree)
ian87w Avatar
19 months ago

Remote not included. :)
Well, it's possible. Apple already cut off a cheap (for Apple) charging cable just to cut cost. The current Apple is about nickel and diming every single thing possible, so I can actually see a $99 Apple TV without the remote. Apple's excuse will be to use your iphone.
Score: 9 Votes (Like | Disagree)

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