Current Apple TV 4K Pricing

Apple TV 4K comes in two storage sizes: 64 GB for $129 and 128 GB for $149. These are the prices Apple charges directly. The 64 GB model is enough for most people—it stores apps, not movies or shows, since you stream everything. You only need the larger size if you plan to read a lot of games or use local storage heavily.

Prices at third-party retailers like Best Buy, Amazon, or Costco sometimes run $10 to $20 lower during sales, especially around holidays or back-to-school season. If you have an older Apple TV, Apple occasionally offers trade-in credit toward a new one, though the amount varies.

These prices are for the box alone. You'll also need an HDMI cable (often included) and a 4K television to actually see the 4K picture. The Apple TV itself does not include a subscription to Apple TV+, Netflix, Disney+, or any streaming service—those are separate monthly costs.

Key Takeaways

  • Apple TV 4K costs $129 for 64 GB or $149 for 128 GB directly from Apple, though prices may be lower at other retailers.
  • 64 GB is sufficient for most users because the device streams content rather than storing movies or shows locally.
  • You need a 4K television to view 4K picture quality; the Apple TV box alone does not display video without a TV.
  • Streaming service subscriptions (Apple TV+, Netflix, Disney+, etc.) are not included and cost extra per month.
  • Older Apple TV models may be may be able to access for trade-in credit, though the amount depends on the model and condition.

What Determines the Price Difference Between Models

The only difference between the $129 and $149 models is storage capacity: 64 GB versus 128 GB. Both have the same processor, the same 4K video support, the same remote, and the same ports. Neither one is "better"—it's purely about how much space you have for apps and games.

Most people never fill 64 GB because streaming apps (Apple TV, Netflix, Disney+, Prime Video) take up only a few hundred megabytes each. Games are larger—some take 5 to 10 GB—but even if you install ten games, you're still under 64 GB. The 128 GB model makes sense only if you plan to read many games or use the Apple TV as a local music or photo library.

What You're Paying For

The Apple TV 4K includes the box itself, a remote with a touchpad and Siri voice control, a USB-C power cable, and usually an HDMI cable. The remote is rechargeable via USB-C and lasts about a month per charge. You control everything by voice ("Play The Office") or by swiping the touchpad.

Inside the box is an A15 Bionic chip—the same processor in the iPhone 13—which handles 4K video at 60 frames per second, HDR (high dynamic range for better colors and contrast), and Dolby Vision and Dolby Atmos audio. It connects to your TV via HDMI and to the internet via Wi-Fi or Ethernet (you need an adapter for Ethernet, sold separately).

The device runs tvOS, Apple's operating system for televisions. It syncs with your Apple ID, so your preferences, watchlist, and purchases follow you across devices. If you have an iPhone or iPad, you can use it as a remote or send video to the Apple TV wirelessly.

Comparing Apple TV 4K to Older Models

Apple also sells the Apple TV HD for $99. It plays video up to 1080p (Full HD), not 4K, and has an older processor. If your television is not 4K, the Apple TV HD is cheaper and does the same job. If your TV is 4K, the Apple TV 4K is worth the extra $30 because you'll see sharper pictures, better colors, and smoother motion.

Previous generations of Apple TV 4K (from 2017 or 2021) are sometimes available used or refurbished for $80 to $110. They work fine but lack some newer features like Thread (a smart home protocol) and the latest Siri capabilities. If you find one used, check that it comes with the remote and power cable.

Costs Beyond the Hardware

Once you own the Apple TV 4K, you'll need to pay for streaming services. Apple TV+ (Apple's own service) costs $9.99 per month or $99 per year. Netflix, Disney+, Hulu, Prime Video, and others each have their own monthly fees, typically $6 to $20 depending on the plan. Many people subscribe to three to five services, which adds up to $30 to $60 per month.

You don't have to subscribe to anything to use the Apple TV—you can watch free content like YouTube, Pluto TV, and Tubi. But most people want at least one or two paid services. Factor this into your decision: the $129 box is cheap, but the services you watch on it are where the real cost lies.

If you want to add smart home features (like controlling lights or a thermostat from your TV), you may want to buy a separate smart home hub. The Apple TV 4K can act as a hub itself, so you don't need to buy one separately, but this is an advanced feature most people don't use right away.

Where to Buy and When Prices Drop

Apple sells the Apple TV 4K directly from apple.com, and you can also find it at Best Buy, Amazon, Costco, Target, and Walmart. Prices are usually the same everywhere, but sales happen during Black Friday (late November), Cyber Monday (early December), back-to-school season (August), and occasionally around the release of new Apple products.

Costco sometimes bundles the Apple TV 4K with a gift card or discount if you're a member. Amazon occasionally offers it at a slight discount, especially on older inventory. Best Buy price-matches competitors, so if you find a lower price elsewhere, they'll match it.

Refurbished Apple TV 4K units sold directly by Apple come with a one-year warranty and cost about $20 less than new. These are returned units that Apple has tested and cleaned. They're a good option if you want to save money and don't mind a box that's been opened before.

Frequently Asked Questions

Do I need a 4K TV to use Apple TV 4K?

No, but you won't see 4K picture quality without one. The Apple TV 4K will work on any TV with an HDMI port, but it will downscale the picture to match your TV's resolution. If your TV is 1080p (Full HD), you might as well buy the cheaper Apple TV HD instead.

Can I return it if I change my mind?

Apple offers a 14-day return window from the date of purchase if you buy directly from apple.com. Return policies at other retailers vary—Best Buy allows 15 days, Amazon allows 30 days. Check the retailer's policy before you buy.

Will the price go down if I wait?

Apple rarely lowers the official price of the Apple TV 4K. Discounts come from third-party retailers during sales events, not from Apple itself. If you need it now, buy it; if you can wait until Black Friday or a major sale, you might save $10 to $20.

Is 64 GB really enough storage?

For most people, yes. Streaming apps are small, and the Apple TV prioritizes cloud storage over local files. You'd need to read dozens of games or store a large personal video library to fill 64 GB. If you're unsure, start with 64 GB—you can't upgrade it later, but you probably won't need to.

What if I already have an older Apple TV?

Older models still work and receive software updates for several years. If it's working fine, you don't need to upgrade. The 4K model is worth buying only if your TV is 4K and you want sharper pictures, or if your old Apple TV is slow or no longer receives updates.