Apple TV price up 106% in four months: Is it worth it?

The Apple TV, a device often regarded as one of the best in its category, has seen a staggering price increase of 106.5% over the past four months. Just a few months ago, the most affordable model started at 169 euros, which was considered reasonable for the features it offered. However, the new Apple TV 4K 2026 now only comes in a more expensive version, reaching 349 euros.

This drastic price hike raises questions about the justification for the device's cost. While many users still consider it the best in terms of performance and software, the fact that only a pricier option is available may lead potential buyers to rethink their decisions. The user experience provided by tvOS, Apple's operating system for Apple TV, remains a strong point, but the high price could be a barrier for many.

## Why it matters This price increase for the Apple TV not only affects current consumers but may also influence market perceptions of streaming devices. Competition in this sector is fierce, and a high price could drive users to explore more affordable alternatives.

## What we know The new Apple TV 4K 2026 is sold only in a version with increased storage and Ethernet capabilities, which partly justifies the price increase. However, this also means consumers no longer have the option to choose a more budget-friendly model.

## What remains unclear It is still unconfirmed whether Apple will release more affordable versions in the future or if this is the new price standard for their streaming devices. The company has also not detailed any plans to introduce additional features that would justify this price hike.