Where to preorder the new Apple TV 4K

The new Apple TV 4K costs $299, doubling the launch price of the 2022 model.

Apple has released its newest Apple TV 4K, the first update in four years, available for preorder starting November 13th. This new model boasts the A19 chip, an upgrade from the A15 Bionic in the discontinued 2022 version, and enhanced wireless connectivity. A significant feature is the integration of Siri AI, which will be in beta on second-generation Apple TV 4K models and newer. The device also includes a Find My tracking feature compatible with the second-generation Siri remote and later. Priced at $299, it is twice the original launch price of the 2022 model. Preorders are currently exclusive to Apple's website, with other retailers expected to follow. Apple is also offering refurbished third-generation Apple TV 4K models from 2022 for $209.

The launch of the new Apple TV 4K, featuring the A19 chip and improved wireless, signals Apple's continued investment in its living room ecosystem. The integration of Siri AI, even in beta, points towards a future where the Apple TV serves as a more central, intelligent hub for entertainment and smart home control. This upgrade also highlights the increasing importance of seamless device integration, with features like 'Find My' extending to accessories like the Siri remote.

The significant price increase to $299 for the new Apple TV 4K positions it as a premium device, potentially pushing more budget-conscious consumers towards refurbished or older models. This strategy may also reflect a broader trend of higher-priced hardware for consumers seeking the latest performance and integrated AI capabilities, while simultaneously maintaining a tiered product offering to capture a wider market.