I've waited years for a new Apple TV 4K, but I won't be buying the 4th Generation streaming box – here's why - What Hi-Fi?

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1. 1h ago

   Apple TV 4K Launch Stirs Backlash Over Pricing

   Apple has officially unveiled the new 4th Generation Apple TV 4K, which is supercharged by Siri AI. However, the release has triggered severe backlash from consumers and fans alike because the company doubled the price of its TV streaming box from $150 to $300. Despite the steep price hike, early pre-orders have commenced alongside initial minor discounts from retailers such as Amazon. Reviewers and prospective buyers are weighing whether the hardware upgrades justify the substantial jump in cost compared to the previous generation.

   Why it matters

   Apple's streaming hardware has historically maintained a more accessible price point in the home entertainment market, making the sudden leap to $300 a shock for loyal customers. The inclusion of advanced Siri AI capabilities marks a major feature push for the fourth-generation device. Retailers have quickly rolled out preorder discounts to stimulate early demand amidst the widespread consumer resistance.

   What is confirmed

   • Apple unveiled the new Apple TV 4K, supercharged by Siri AI.
   • Apple doubled the price of its TV streaming box from $150 to $300.
   • Amazon and other retailers cut 2026 Apple TV 4K and HomeView prices with preorder deals.

   Still unconfirmed

   • Even the company's hardcore fans are furious about the new streaming box pricing.
   • The new Apple TV 4K features three upgrades and one downside compared to the 2022 third generation model.

   What to watch next

   • Initial shipping dates and fulfillment times for the 4th Generation Apple TV 4K following the pre-order window.
   • Consumer sales data reflecting whether the $300 price point impacts long-term adoption.
   • Broader retail pricing trends and official reviews testing the new Siri AI features.
   Sources used for this update (16)

   1. ilifehacks.com — Type I with Accent Mark Í, Ì, Î, Ĩ, Ï, Ī or í, ì, î, ĩ, ï, ī
   2. en.wikipedia.org — Í - Wikipedia
   3. en.wikipedia.org — Ï - Wikipedia
   4. www.youtube.com — Letter I | Sing and Learn the Letters of the Alphabet - YouTube
   5. en.wikipedia.org — I - Wikipedia
   6. en.wikipedia.org — Î - Wikipedia
   7. en.wikipedia.org — Ì - Wikipedia
   8. Apple — Apple unveils the new Apple TV 4K, supercharged by Siri AI
   9. What Hi-Fi? — I've waited years for a new Apple TV 4K, but I won't be buying the 4th Generation streaming box – here's why
   10. AppleInsider — Amazon cuts 2026 Apple TV 4K, HomeView prices with preorder deals
   11. The Verge — The new Apple TV 4K just got its first (very small) discount
   12. MacRumors — Apple Pre-Orders Kick Off With First Discounts on HomeView and Apple TV 4K
   confidence 90%