Apple’s next-gen Apple TV set-top box price could start at just $99

Apple’s current A15 Bionic-powered Apple TV 4K

It has been over a year and a half since the current Apple TV was released, so MacRumors has taken a moment to recap the rumors about Cupertino’s next-generation Apple TV, including new features and, intriguingly, lower pricing.

Joe Rossignol for MacRumors:
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In January 2023, Bloomberg‘s Mark Gurman reported that a new Apple TV was on track for release in the first half of 2024… 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.

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…

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MacDailyNews Take: A return to sub-$100 Apple TV hardware pricing would be very welcome, especially as we have one on every TV.
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