Apple today unveiled the fourth-generation Apple TV 4K, a $299 streaming box built around the A19 chip, three far-field microphones and a full-screen version of Siri AI. Pre-orders opened today in the US and 29 other countries and regions, and the device reaches stores on Friday, November 13. The price is more than double the $129 at which Apple launched the previous model in 2022.
In Short
Apple has a new Apple TV box that people can talk to from across the room, and its new Siri AI can answer questions about shows and find things to watch in a conversation. It matters to anyone who sells shows, apps or ads on TV screens, because a talking assistant now sits between viewers and what they pick to watch. The box costs $299, ships November 13, and the Siri AI part works in eight English-speaking countries at first, not in the EU.
What Apple published
The announcement went up on Apple Newsroom on October 13, 2026, as a press release headlined “Apple unveils the new Apple TV 4K, supercharged by Siri AI.” It was one of four home-related releases Apple posted the same day. The others covered a new lineup of smart home accessories called Apple Home Collection, the next generation of HomePod mini, and a product called Apple HomeView. This article deals only with the Apple TV 4K release.
The headline claim, according to Apple, is that the new box delivers “its most immersive home theater experience yet.” Bob Borchers, Apple's vice president of Worldwide Product Marketing, put the pieces together in the release's only quote: “The new Apple TV 4K is our most immersive home theater experience yet. With Siri AI, finding something to watch becomes a full-screen, conversational experience, and with built-in far-field microphones, it's completely hands-free. Pair it with HomePod for the best surround sound setup we've ever offered, and it makes managing your Apple Home accessories easier than ever. Now, alongside HomeView, HomePod mini 2, and Apple Home Collection, it's part of…