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 (Caution)

Popular Stories

Apple Vision Pro 2 Feature 2

Apple Reportedly Suspends Work on Vision Pro 2

Tuesday June 18, 2024 8:17 am PDT by
Apple has suspended work on the second-generation Vision Pro headset to singularly focus on a cheaper model, The Information reports. Apple was widely believed to have plans to divide its Vision product line into two models, with one "Pro" model and one lower-cost standard model. The company is said to have been deprioritizing the next Vision Pro headset over the past year, gradually...
Apple WWDC24 Apple Intelligence hero 240610

Apple Explains iPhone 15 Pro Requirement for Apple Intelligence

Wednesday June 19, 2024 4:48 am PDT by
With iOS 18, iPadOS 18, and macOS Sequoia, Apple is introducing a new personalized AI experience called Apple Intelligence that uses on-device, generative large-language models to enhance the user experience across iPhone, iPad, and Mac. These new AI features require Apple's latest iPhone 15 Pro and iPhone 15 Pro Max models to work, while only Macs and iPads with M1 or later chips will...
M4 Real Feature Red

M4 MacBook Pro Models Expected to Launch in Late 2024

Tuesday June 18, 2024 10:50 am PDT by
MacBook Pro models with an M4 chip are expected to launch in the fourth quarter of 2024, according to display analyst Ross Young. In a tweet for subscribers, Young said that panel shipments for new 14-inch and 16-inch MacBook Pro models are set to begin in the third quarter of 2024, which suggests a launch toward the end of the year. Apple started its M4 chip refresh in May with the launch...
2022 back to school apple feature

Apple's 2024 Back to School Sale Launching This Week

Monday June 17, 2024 12:27 pm PDT by
Apple will launch its annual Back to School promotion for university students in the United States and Canada this week, according to Bloomberg's Mark Gurman. Apple's back to school sales provide students with a free Apple gift card when purchasing a Mac or an iPad, and this year's promotion could help Apple push the new M2 iPad Air and M4 iPad Pro models. Last year, Apple offered U.S....
iOS 18 Calendar Feature

iOS 18: Calendar App Design Changes and Reminders Integration

Tuesday June 18, 2024 6:16 am PDT by
Apple in iOS 18 has given the Calendar app a major update, adding some welcome interface design changes, not to mention long-awaited integration with Reminders. In the month-by-month calendar view, the month now appears in large bold font in the top left, while the Events list toggle has been replaced by a new button that lets you choose between Compact, Stacked, Details, and List views. ...
watchOS 11 Thumb 2 1

watchOS 11 Supports Automatic Nap Detection

Monday June 17, 2024 4:05 pm PDT by
watchOS 11 appears to include a new feature that allows an Apple Watch to automatically detect and record when you're taking a nap. As shared on Reddit, an Apple Watch owner took a nap and was able to see the sleep data recorded in the Health app, despite not putting the device in Sleep Mode. Right now, the Apple Watch only tracks and records sleep when it is in Sleep Mode, and there is no...

Top Rated Comments

chindall1974 Avatar
3 weeks 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: 17 Votes (Like | Disagree)
mashdots Avatar
3 weeks ago
Put an M4 in it you cowards.
Score: 16 Votes (Like | Disagree)
Yourbigpalal83 Avatar
3 weeks 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
3 weeks 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
3 weeks 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
3 weeks 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)