As time ticks away and Apple’s 9/9 media event draws ever nearer, new details have emerged that purport to outline the company’s new pricing structure for the Apple TV following the expected announcement of a new, fourth generation set top box at the event.

The Apple TV 4, complete with the much rumored inclusion of App Store support as well as a flavor of Siri that could mean less typing and button pressing is likely to cost anything up to $199 according to 9to5Mac’s sources. That’s quite the price hike from the $99 that previous Apple TVs have cost at the initial launch, with the Apple TV that is currently on sale costing just $69 if you were to buy one today which, let’s be honest, you’d be mad to.


According to the aforementioned sources, Apple is still very much trying to finalize the pricing model for the new Apple TV, with $149 and $199 currently on the table. Apparently all too aware that the new box will be more expensive than the competition from the likes of the popular Roku, Apple is said to be likely to keep the current Apple TV around as a cheaper, entry-level option. In fact, a future software update which is set to bring the fabled subscription TV service to the Apple TV will also arrive on the current model, according to the sources, though it obviously won’t be able to compete with the Apple TV 4 as far as hardware prowess is concerned which means the App Store, Siri and the new remote with touch, voice control and Wii-style motion control gaming is out of the question. You’ll need the Apple TV 4 for those.

With Apple set to announce the new Apple TV at its 9/9 event, the company is apparently on track to start selling the new device this coming October, which fits well with previous rumors surrounding the set top box.


This September’s Apple event is set to feature new iPhones alongside this much anticipated new Apple TV, and it looks set to be one of the most eagerly awaited product announcements yet.

At least, until the iPad Pro announcement a few weeks later in October!

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