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Apple has been selling the same box for almost four years. The reason for the long hiatus is said to be the software being released on Monday – and with it, the restriction is lifted. A new Apple TV 4K is now expected this fall.
The current Apple TV 4K dates back to October 2022 and still runs on the A15 chip. Rumors of a successor have been circulating for months; what was missing until now was a timeframe. Bloomberg's latest Power On newsletter now provides that: Apple has reportedly been holding back several finished devices until the new Apple TV is released, and the new Apple TV is expected to launch this fall. This adds the most concrete piece to the puzzle of rumors surrounding the upcoming Apple TV 4K.
Key Facts at a Glance
- The launch of iOS 27 on Monday brings Siri AI – and reportedly unlocks the devices that have been waiting for it.
- A new Apple TV 4K is expected this fall, but the report does not specify an exact date.
- Other home devices are also affected, which would have made little sense without the new assistance system.
- The current box is almost four years old and works with the A15.
- In this country, the device currently costs 229 euros with 64 GB and 299 euros with 128 GB.
What the report says at the time
The core of the report is the explanation for the delay: the bottleneck wasn't the hardware, but the assistant that's supposed to make it useful. Apple therefore let the finished devices sit around instead of shipping them with the old voice control. With the release of the 27th generation, this reason no longer applies.
Regarding its reliability: The report comes from a journalist with a long track record of success in reporting on Apple's product plans and is based on sources familiar with internal processes. However, it contains no date, price, or confirmation of an event date – "fall" is the only precise information the report provides.
Why the assistant is the trigger
The fact that the new Siri is being prepared for the Apple TV is not just speculation. References to Siri AI for the Apple TV 4K – a device that, with its current specifications, shouldn't even be able to support the feature – have already been found in the system files of the current pre-release versions.
A second finding fits this pattern: The code mentions a model identifier from the A19 generation for the box. This would represent a chip jump of four generations compared to the current model. The amount of additional RAM installed is not available from any reliable source and remains unknown.
How much the device costs in this country
The current situation in the German Apple Store is the benchmark for determining whether waiting is worthwhile:
| Model | Storage | Special feature | Price |
|---|---|---|---|
| Apple TV 4K (Wi-Fi) | 64 GB | – | 229.00 euros |
| Apple TV 4K (Wi-Fi + Ethernet) | 128 GB | Ethernet port, thread | 299.00 euros |
Both versions come with the third-generation Siri Remote. The report doesn't say whether the successor will retain these brands; it only mentions that a redesigned remote is also under discussion.
A device that suddenly becomes the focus
For years, the box was Apple's least-noticed product—a media player that received a new chip every three to four years. With the new Assistant and the ability to analyze camera footage locally on the home network, it takes on a role that finally justifies the price. That's precisely why we believe the fall release date is plausible: a device whose main selling point is software can't be released long after that software.
In practical terms, this means that anyone already considering a new box has picked the worst possible time to buy – four years after the current model's launch and just weeks before its expected successor. However, the release date isn't guaranteed. Would you spend another €229 for Siri AI in your living room – or is your old box sufficient as long as it plays TV shows? Tell us in the comments what your Apple TV actually does for you.
