Where to Buy Apple TV Devices and Services

You can buy Apple TV hardware from Apple's official store, major electronics retailers, and online marketplaces. Apple TV devices—the small boxes that connect to your television—are sold at Apple.com, Best Buy, Amazon, Walmart, and Target. Apple TV+ subscriptions, which are separate from the hardware, are purchased directly through Apple's website or through the Apple TV app on compatible devices.

The distinction matters: Apple TV hardware is a physical device you plug into your TV, while Apple TV+ is a streaming service you subscribe to monthly. You can own the hardware without subscribing to Apple TV+, and you can subscribe to Apple TV+ without owning Apple hardware—the service works on Roku, Fire TV, Samsung Smart TVs, and many other platforms.

Key Takeaways

  • Apple TV hardware boxes are available at Apple.com, Best Buy, Amazon, Walmart, and Target, with prices ranging from around $99 for the base model to $199 for the higher-end version.
  • Apple TV+ subscriptions cost $9.99 per month for the standard plan and $19.99 per month for the premium plan with spatial audio, and you can start a subscription through Apple.com or the Apple TV app.
  • You do not need Apple hardware to watch Apple TV+; the service works on most smart TVs, streaming devices, phones, and tablets from other manufacturers.
  • Some retailers offer bundle deals combining Apple TV hardware with other Apple products or discounted subscription periods, so comparing prices across stores can save money.
  • Apple TV+ offers a free trial period before charging your payment method, so you can test the service before committing to a subscription.

Buying Apple TV Hardware at Apple's Official Store

Apple.com is the most direct source for Apple TV devices. You can compare the current models side by side, read detailed specifications, and see the exact price before checkout. Apple typically stocks two main models: the standard Apple TV 4K and the higher-end Apple TV 4K with more storage and faster processing. Shipping is usually free on orders over a certain amount, and you can arrange in-store pickup at an Apple Store if one is near you.

Buying directly from Apple also gives you access to their return policy, which allows returns within 14 days of purchase. If you have questions about which model suits your setup, Apple's online chat support can walk you through the differences without pressure to buy when ready.

Purchasing from Electronics and General Retailers

Best Buy, Walmart, and Target all stock Apple TV hardware in their physical stores and online. Best Buy often has the full range of current models in stock and sometimes runs sales during holiday periods. Walmart and Target typically carry the standard models and may offer lower prices during promotional events, though selection can vary by location.

Amazon sells Apple TV hardware with the option of Prime shipping if you have an active membership. Check the seller information carefully—buy from Amazon directly or from Apple's official Amazon storefront to avoid counterfeit devices. Prices on Amazon sometimes undercut other retailers, but factor in any applicable sales tax based on your state.

Subscribing to Apple TV+ Through Multiple Routes

You can start an Apple TV+ subscription directly at Apple.com by clicking the Apple TV+ link and selecting your plan. You will need an Apple ID to create an account. The standard plan costs $9.99 per month and includes access to all Apple TV+ shows and films in standard definition. The premium plan is $19.99 per month and adds spatial audio and higher video quality on compatible devices.

If you already own an Apple device—an iPhone, iPad, Mac, or Apple TV box—you can also open the Apple TV app and subscribe from there. The subscription process is the same, and your payment method is stored in your Apple ID account. Apple TV+ typically offers a free trial lasting several weeks before your first charge, though the trial length varies depending on current promotions.

Bundle Deals and Discounted Subscriptions

Apple occasionally bundles Apple TV hardware with discounted or free Apple TV+ subscriptions, especially during back-to-school sales or holiday promotions. These deals are advertised on Apple.com and at major retailers, so checking during major shopping events can yield savings. Some carriers and internet providers also offer Apple TV+ subscriptions as part of their service packages, though this varies by provider and region.

Students and educators with a valid .edu email address may receive discounts on Apple hardware through Apple's education store. Check Apple.com/education to see current offers. If you subscribe to other Apple services like Apple Music or iCloud+, bundling them into Apple One can reduce your total monthly cost compared to paying for each separately.

Checking Stock and Comparing Prices Before You Buy

Before making a purchase, visit Apple.com, Best Buy, Amazon, Walmart, and Target to compare current prices. Prices for the same model can differ by $10 to $20 between retailers, and some stores offer free shipping while others charge a fee. Use a price comparison tool or straightforward open each retailer's website in separate tabs to see the total cost including tax and shipping.

Check the return and warranty policies at each retailer as well. Apple's official store offers 14 days to return, while Best Buy offers 15 days for most items. Walmart and Target typically allow 30 days. If you plan to return the device, buying from a retailer with a longer return window gives you more flexibility if the device does not work with your TV setup.

What to Know About Refurbished and Open-Box Apple TV Devices

Some retailers, including Apple itself, sell refurbished Apple TV hardware at a discount. Apple's refurbished devices go through the same testing and quality checks as new ones and come with the same one-year warranty. These are often the previous generation model being cleared out to make room for newer stock, so the price difference can be significant.

Best Buy and other electronics retailers sometimes sell open-box items—devices that were returned or displayed but never used. These are typically discounted 10 to 20 percent below the new price and come with a limited warranty. Open-box purchases carry slightly more risk because you cannot verify the device was never powered on, so weigh the savings against that uncertainty.

Frequently Asked Questions

Do I need to buy Apple TV hardware to watch Apple TV+?

No. Apple TV+ works on most smart TVs, Roku devices, Fire TV sticks, gaming consoles, phones, and tablets. You only need the hardware if you want the dedicated Apple TV box experience or if your TV does not have a built-in app for Apple TV+.

What is the difference between the two Apple TV 4K models?

The standard model has 64GB of storage and a standard remote, while the higher-end model includes 128GB of storage, a touch-enabled remote, and faster processing. For most users, the standard model is sufficient. The higher-end model is worth considering if you plan to store many apps or use advanced features like HomeKit automation.

Can I get a discount on Apple TV hardware if I buy it with other Apple products?

Apple rarely discounts hardware bundles, but some retailers like Best Buy occasionally run promotions where buying multiple items together triggers a discount. Check the promotions section of each retailer's website during major sales events. Apple One subscriptions bundle services, not hardware, so they do not reduce the cost of the device itself.

Is Apple TV+ included free with Apple hardware purchases?

Not automatically. However, Apple sometimes runs promotions offering a free trial or discounted subscription with hardware purchases. Check the product page at the time of purchase to see if any subscription offers are active. Students and some carrier customers may receive free or discounted Apple TV+ as part of their plan.

Where can I find the best price on Apple TV right now?

Compare prices at Apple.com, Best Buy, Amazon, Walmart, and Target. Prices shift during sales events, so the lowest price changes week to week. Sign up for price alerts on Amazon or use a price tracking website to monitor the models you are interested in and get notified when the price drops.