Apple TV: The Latest Rumors About a New Model and Possible $99 Price

It has been over a year and a half since the current Apple TV was released, so you may be wondering when a new model will be released. Below, we recap rumors about the next-generation Apple TV, including new features and lower pricing.

apple tv 4k yellow bg feature
The current Apple TV 4K was introduced in October 2022. Key new features compared to the previous model from 2021 include a faster A15 Bionic chip, a larger 128GB storage option, a slightly thinner and lighter design, HDR10+ support, a USB-C port on the Siri Remote, a lower $129 starting price vs. $179, and more.

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

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 only one month remaining in the first half of 2024, it is unclear if this timeframe remains accurate. A new Apple TV could be unveiled at the WWDC keynote on June 10, but no hardware announcements have been firmly rumored for the event.

Here is when the previous five Apple TV models were announced:

  • 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

Regardless of when it is unveiled, the next Apple TV is rumored to feature a faster processor than the current A15 Bionic chip, and even lower pricing. Apple analyst Ming-Chi Kuo suggested that the next Apple TV could have a sub-$100 starting price.

Both the second-generation (2010) and third-generation (2012) versions of the Apple TV were priced at $99 in the U.S. 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 that would better compete with low-priced streaming devices sold by Google, Amazon, and Roku.

No major design changes have been rumored for the next Apple TV specifically, but Gurman said Apple has considered adding a built-in camera to a future model. tvOS 17 added a FaceTime app to the Apple TV, allowing for users to have video calls by using the rear camera on a connected iPhone or iPad. If the Apple TV gained a built-in camera, users would no longer need to rely on an external device for video calls on the TV.

Should the WWDC keynote pass without any new Apple TV announcement, then there will no longer be any active rumor for when the next model might launch.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Don't Buy)

Popular Stories

Apple Watch Ultra Night Mode Screen

Apple Watch Ultra 3 Launching Later This Year With Two Key Upgrades

Wednesday July 2, 2025 1:13 pm PDT by
The long wait for an Apple Watch Ultra 3 appears to be nearly over, and it is rumored to feature both satellite connectivity and 5G support. Apple Watch Ultra's existing Night Mode In his latest Power On newsletter, Bloomberg's Mark Gurman said that the Apple Watch Ultra 3 is on track to launch this year with "significant" new features, including satellite connectivity, which would let you...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Max Battery Capacity Leaked

Thursday July 3, 2025 5:40 am PDT by
The iPhone 17 Pro Max will feature the biggest ever battery in an iPhone, according to the Weibo leaker known as "Instant Digital." In a new post, the leaker listed the battery capacities of the iPhone 11 Pro Max through to the iPhone 16 Pro Max, and added that the iPhone 17 Pro Max will feature a battery capacity of 5,000mAh: iPhone 11 Pro Max: 3,969mAh iPhone 12 Pro Max: 3,687mAh...
iPhone 17 Pro Lower Logo Magsafe

iPhone 17 Pro's New MagSafe Design Revealed in Leaked Photo

Wednesday July 2, 2025 8:37 am PDT by
The upcoming iPhone 17 Pro and iPhone 17 Pro Max are rumored to have a slightly different MagSafe magnet layout compared to existing iPhone models, and a leaked photo has offered a closer look at the supposed new design. The leaker Majin Bu today shared a photo of alleged MagSafe magnet arrays for third-party iPhone 17 Pro cases. On existing iPhone models with MagSafe, the magnets form a...
Wi Fi WiFi General Feature

iOS 26 Adds a Useful New Wi-Fi Feature to Your iPhone

Wednesday July 2, 2025 6:36 am PDT by
iOS 26 and iPadOS 26 add a smaller yet useful Wi-Fi feature to iPhones and iPads. As spotted by Creative Strategies analyst Max Weinbach, sign-in details for captive Wi-Fi networks are now synced across iPhones and iPads running iOS 26 and iPadOS 26. For example, while Weinbach was staying at a Hilton hotel, his iPhone prompted him to fill in Wi-Fi details from his iPad that was already...
airpods pro 2

AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

Thursday July 3, 2025 7:25 am PDT by
Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research. The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by...
iOS 18

Apple Releases Second iOS 18.6 Public Beta

Tuesday July 1, 2025 10:19 am PDT by
Apple today seeded the second betas of upcoming iOS 18.6 and iPadOS 18.6 updates to public beta testers, with the betas coming just a day after Apple provided the betas to developers. Apple has also released a second beta of macOS Sequoia 15.6. Testers who have signed up for beta updates through Apple's beta site can download iOS 18.6 and iPadOS 18.6 from the Settings app on a compatible...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...

Top Rated Comments

chindall1974 Avatar
14 months ago
I would like to see an Apple TV stick. I travel a lot and I do bring my Apple TV but it would be nice if it was in stick form.
Score: 18 Votes (Like | Disagree)
mashdots Avatar
14 months ago
Put an M4 in it you cowards.
Score: 17 Votes (Like | Disagree)
Yourbigpalal83 Avatar
14 months ago
I dont know what more they can do outside of adding a USB C port to enable users to hook up a webcam for facetime calls. The current implimentation of FaceTime on Apple Tv is a bad joke. You got to mount your phone or connect an Ipad (It doesn't even work with a mac) and its just messy at best.

The simple solution would be for them to put out a new one with a USB C port so you can buy an overpriced seperate Camera and just have it all work like that.

Short of that, idk what you can do with the AppleTV anymore hardware wise.
Score: 15 Votes (Like | Disagree)
JeroenDV Avatar
14 months ago
It would be nice if people with hearing loss also could use their AirPods Pro gen 2 or AirPods Max with hearing accommodations.
Now it only works with iPhone and iPad…
Score: 13 Votes (Like | Disagree)
prombough Avatar
14 months ago
My wishes for new version:

Please enable Hi-Res Lossless audio via HDMI. I would use an Apple TV for music mostly, and on my system I do hear the difference between the current Hifi 48kz offerings and what I get through Amazon Ultra HD through Heos. Though yah, I will still get the new version for even current quality which is still pretty great.

ALSO.. Reason I am waiting for a new one is because we do game on it occasionally, and I want to get rid of my Playstation permanently. If it is going to be better, even if it is just for arcade style games, I will wait. I just hate buying something, then knowing the new version is that much better. (And cheaper would hurt even more).
Score: 12 Votes (Like | Disagree)
grassfeeder Avatar
14 months ago
I have zero reason for an update. I'm running 5 of them on all my TV's as my main interface. Zero issues. A camera? not happening as I have them all hidden and out of sight and no way do I have a desire to install exposed.
Score: 11 Votes (Like | Disagree)