Tuesday, December 5

As one of the predominant forces in the ever-evolving landscape of tech entertainment, Apple is gearing up to expand its reach into our living rooms with the impending release of a new Apple TV expected in the first half of 2024. With the last iteration of the device launching in November 2022, the forthcoming model is slated to deliver an array of enhancements that promise to further refine the streaming experience for consumers. In this blog post, we delve into the swirling rumors of the anticipated features and changes that could define the next-generation Apple TV.

Reflecting on the Current Apple TV’s Features

To better understand the significance of the forthcoming changes, it’s essential to review the features of the current model released in November 2022. This fifth-generation Apple TV 4K introduced a suite of enhancements, such as the integration of the A15 Bionic chip known for its swift performance. Apple also extended storage options with a more substantial 128GB capacity, catered to consumers’ expanding digital collections. Physically, it adopted a trimmer and more lightweight design, fortified by support for HDR10+, and updated the Siri Remote with the convenience of a USB-C port. Additionally, Apple caught consumers’ attention by offering these features at a lower entry price when compared to its predecessors.

Rumored Upgrades for the Upcoming Apple TV 4K

As we turn our gaze to the future, the fourth-generation Apple TV 4K has been subject to a medley of predictions and expert analyses regarding its next incarnations.

Faster Processing Power

The beating heart of the new Apple TV is expected to be an even swifter processor. Bloomberg’s Mark Gurman has provided hints that Apple is likely to boost the processing performance relative to the current model. While it’s yet to be confirmed which processor will take the lead, speculation points towards the potential adoption of the A16 Bionic chip, which powered iPhone 14 Pro models, or even the forward-looking A17 Bionic chip that may debut with the iPhone 15 Pro models. This rumored enhancement signals Apple’s commitment to delivering a seamless and dynamic user experience.

Revised Pricing Strategy

Apple's Next Revolution? Leaks Hint at a Game-Changing TV Launch! HalfofThe
Apple’s Next Revolution? Leaks Hint at a Game-Changing TV Launch!

Price is a critical factor in competitiveness, and Apple analyst Ming-Chi Kuo anticipates a more aggressive pricing strategy from Apple. The goal, according to Kuo, would be achieving a “sub-$100 price” that could position Apple TV as a compelling option against other budget-friendly streaming devices by Google, Amazon, and Roku. The tech giant has previously applied competitive pricing tactics—both the second-generation (2010) and third-generation (2012) iterations bore a pleasing $99 tag upon their debut in the U.S., with the third model eventually dipping to $69.

What remains consistent in the U.S. market is the starting price of the current Apple TV at $129 for the 64GB version, and its larger counterpart, the 128GB model, retails for $149. A step towards a more affordable pricing model could widen Apple’s market share by attracting cost-conscious streamers.

Maintaining the External Form-Factor

Fans of the sleek design of the current model may find solace in expectations of no significant external changes in the new Apple TV. The Apple has showcased the efficiency of the A15 Bionic chip, which allowed for the removal of the internal fan and yielded a device that is approximately 12% slimmer and 50% lighter than its predecessor. The anticipated design continuity suggests a focus on refining internal capabilities over aesthetic overhaul.

Projected Launch Timeline

Probing the release history of Apple TV models reveals no steadfast pattern. While previous models made their debuts in November 2022, May 2021, and September 2017, the new Apple TV is forecasted by Gurman to grace the market by the end of June 2024 at the latest. This launch window aligns itself with Apple’s pattern of introducing innovative technology that often shapes consumer behavior and industry standards.


As we anticipate the launch of the next iteration of Apple TV, the blend of rumored faster processing power, potentially aggressive pricing, and a consistent design ethos presents a compelling prospect for consumers and technology aficionados alike. If these speculations hold true, the 2024 Apple TV will reflect Apple’s dedication to enhancing user experience while adapting to competitive market dynamics. One thing is certain—the upcoming revelations surrounding the device are bound to captivate the tech world’s collective imagination. Stay tuned as we continue to monitor the latest developments and prepare for what may be the next big leap in home entertainment.


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