Apple TV may be in for its first refresh in nearly two years. A new report suggests that Apple is gearing up to launch an upgraded 4K model sometime this fall just in time to slide into holiday shopping carts. Details are still slim, but the update is expected to focus on performance and pricing, rather than reinventing the box.
Apple TV 4K update could land by September
According to Bloomberg’s Mark Gurman, the new Apple TV is likely to arrive between September and November. Apple hasn’t released a new version since 2022, when it dropped the price and slimmed down the hardware. If the company sticks to its usual cadence, this fall window makes perfect sense.
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What changes Apple TV might actually bring
Don’t expect a radical redesign. Gurman’s sources say the 2024 model will look familiar, but pack improved internals. Think faster chip, better efficiency, maybe smoother UI navigation. The move aligns with Apple’s strategy of iterative upgrades small performance bumps rather than splashy overhauls.
Apple TV still lags behind cheaper rivals
Even with the 2022 price cut, Apple TV remains more expensive than options from Roku or Amazon. If the new model doesn’t shift that balance or offer clear performance wins it may stay a niche choice. Apple’s premium ecosystem pitch only goes so far when a Fire Stick costs a third as much.
Competition is heating up again
The streaming device market has mostly plateaued, but Amazon recently refreshed its Fire TV lineup, and Google isn’t far behind. If Apple wants to stay relevant in this crowded space, the new Apple TV needs more than a spec bump. A smarter remote, tighter integration with iOS, or better gaming support could set it apart.
One thing that probably won’t change: tvOS
The software experience isn’t expected to shift much. Apple announced tvOS 18 at WWDC with modest improvements like smarter subtitles and better audio syncing. The new hardware will likely ship with it, but don’t count on any flashy new features debuting alongside the device.
- Expected release: Fall 2024 (September–November)
- Same design, upgraded chip
- No major tvOS changes planned
- Still positioned as a premium device
- Competing with lower-priced Fire TV and Roku models
The Apple TV upgrade might not be enough
Unless Apple surprises with something big, this refresh feels more like maintenance than momentum. The box might get faster, sure but will that move the needle? Streaming hardware is no longer flashy, and unless Apple changes the story, it risks becoming background noise in its own living room.
Click. Stream. Forget.
