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Apple TV has lost the plot
Дата публикации: 13-08-2026 10:30:00

Macworld



The Apple TV 4K has long been cord-cutters’ go-to set-top box due to its ad-free experience, fluid performance, superior app quality, and much more. Apple had been offering the 3rd-generation model for a tantalizing starting price of $129, with the maxed-out Ethernet variant going for $149. While there have always been cheaper options, at those prices, it was hard not to recommend Apple TV to anyone looking for a standalone set-top box. 
However, following a significant price increase and stagnant innovation, this device has rapidly lost its appeal—making it challenging for newcomers to justify buying an Apple TV 4K. And from what the rumors say, it doesn’t look like the new model will make it much more compelling.
Make it make cents
Perhaps the Apple TV 4K 3’s biggest con is its updated, illogical pricing. The entry-level model now costs $199 while the pricier one sells (or doesn’t) for a whopping $249—a 67 percent increase and the most expensive it’s ever been. While it’s understandable to see iPad and Mac price hikes due to the memory crisis, the set-top box is four years old and packs a five-year-old A15 Bionic chip with just 4GB of RAM. It’s neither new nor powerful enough to justify such a crazy price bump.
For comparison, Google’s TV Streamer costs just $99, and there are a ton of more affordable TV sticks from Roku, Amazon, and others that get the job done for a fraction of the price. Unlike personal computing devices, smart TVs don’t heavily revolve around essential ecosystem integrations and personal data sync. Most users exclusively rely on them to download streaming apps like YouTube, Netflix, Spotify, and Hulu. These services typically share the same main UI across different smart TV platforms and let you quickly sign in with any smartphone by simply scanning a QR code.
While nice to have, a pretty interface and the Apple ecosystem tie-in won’t be worth it for many budget-conscious iPhone users, especially when the app’s already on their other devices.
Siri-ous setbacks
In the age of AI, smart assistants are expected to be baked into all of our everyday devices. Despite costing 50 percent less than Apple TV 4K, Google’s TV Streamer has managed to port the Gemini experience, letting users control their big screens via speech, ask complex questions, and more. Amazon Fire TVs similarly offer an Alexa integration to assist viewers with various tasks.
When tvOS 27 arrives, Apple TV 4K will still ahve the old Siri.Foundry
The latest Apple TV 4K, on the other hand, is still plagued by the outdated Siri, which can barely answer any meaningful questions or get anything done. It’s true that Apple Intelligence and the overhauled Siri AI require at least 8GB of RAM on iPhones, iPads, and Macs, but that didn’t not stop Apple from bringing Siri AI to 2023’s Apple Watch Series 9 with the S9 chip. Granted, it needs an iPhone nearby, but it’s safe to assume nearly every Apple TV 4K will also have an iPhone connected to the same network.
Furthermore, the Apple TV 4K won’t need to generate Genmoji or index emails, messages, and documents, so it shouldn’t need as much memory as an iPhone. tvOS could’ve at least adopted the more conversational Siri with world knowledge and ChatGPT integration, as it heavily relies on cloud processing anyway and isn’t locally demanding. Its omission sends the wrong message to anyone who has or may be looking to buy an Apple TV 4K.
Playing games
The Siri exclusion would’ve been more tolerable had tvOS 27 introduced other noteworthy features that keep users engaged. Alas, tvOS was barely mentioned at WWDC, with its main highlights including AutoMix for Apple Music, a redesigned Podcasts app, and other minor enhancements. In fact, even Apple’s own OS 27 preview webpage fails to include a tvOS section. Adding the lack of AI and the dramatic price hike into the mix makes it hard to recommend the Apple TV 4K to customers.
You can play games on your Apple TV 4K, but it’s a far cry from a gaming machine.Foundry
Instead, Apple could’ve promoted gaming on tvOS 27 by building a native Steam Link alternative. The Apple TV 4K already supports PlayStation, Xbox, and MFi-certified controllers, letting users quickly pair and customize them. Its game library, however, is too underwhelming due to the processing constraints and the platform’s unpopularity among serious console gamers and game developers.
Letting Mac gamers seamlessly access their titles—beyond Steam games—on Apple TV 4K could contribute to its unique selling points. Apple TV 4K would become an entertainment hub that houses movies, music, games, and more. Alternatively, Apple could’ve introduced an Xbox Cloud Gaming rival service on tvOS, eliminating the need for a nearby Mac and enabling any user to run demanding AAA games using the tiny box. Such a move would’ve potentially increased its subscription service revenue, too.
Eye on the future
The Apple TV 4K 4 is rumored to launch this fall, packing the A17 Pro chipset. This will reportedly allow Siri AI on tvOS and introduce significant performance gains. Whether Apple will come up with innovative ways to harness the power of the A17 Pro and unlock its full potential—through heavier gaming or otherwise—is yet to be seen, but most reports suggest this will be a minor update with few additional features.
Will Siri be at the center of the new Apple TV 4K?Foundry
Regardless, time is running out. Unless the company makes fundamental changes to the set-top box’s direction, software, and use cases, Siri AI won’t be enough to justify the marked-up pricing. Plus, the millions of people who already own an Apple TV will be stuck with the old Siri until they pay to upgrade to a model that’s pricier than the one they own.
With the more capable HomePad home hub likely coming soon, Apple needs to make a decision about Apple TV. Because a chip-and-ship upgrade after four years isn’t going to cut it. Not at these prices.


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Mahmoud Itani

What once used to be a reliable, fairly priced set-top box is slowly becoming a less tempting choice for streamers.
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The Apple TV 4K has long been cord-cutters’ go-to set-top box due to its ad-free experience, fluid performance, superior app quality, and much more. Apple had been offering the 3rd-generation model for a tantalizing starting price of $129, with the maxed-out Ethernet variant going for $149. While there have always been cheaper options, at those prices, it was hard not to recommend Apple TV to anyone looking for a standalone set-top box. 

However, following a significant price increase and stagnant innovation, this device has rapidly lost its appeal—making it challenging for newcomers to justify buying an Apple TV 4K. And from what the rumors say, it doesn’t look like the new model will make it much more compelling.

Make it make cents

Perhaps the Apple TV 4K 3’s biggest con is its updated, illogical pricing. The entry-level model now costs $199 while the pricier one sells (or doesn’t) for a whopping $249—a 67 percent increase and the most expensive it’s ever been. While it’s understandable to see iPad and Mac price hikes due to the memory crisis, the set-top box is four years old and packs a five-year-old A15 Bionic chip with just 4GB of RAM. It’s neither new nor powerful enough to justify such a crazy price bump.

For comparison, Google’s TV Streamer costs just $99, and there are a ton of more affordable TV sticks from Roku, Amazon, and others that get the job done for a fraction of the price. Unlike personal computing devices, smart TVs don’t heavily revolve around essential ecosystem integrations and personal data sync. Most users exclusively rely on them to download streaming apps like YouTube, Netflix, Spotify, and Hulu. These services typically share the same main UI across different smart TV platforms and let you quickly sign in with any smartphone by simply scanning a QR code.

While nice to have, a pretty interface and the Apple ecosystem tie-in won’t be worth it for many budget-conscious iPhone users, especially when the app’s already on their other devices.

Siri-ous setbacks

In the age of AI, smart assistants are expected to be baked into all of our everyday devices. Despite costing 50 percent less than Apple TV 4K, Google’s TV Streamer has managed to port the Gemini experience, letting users control their big screens via speech, ask complex questions, and more. Amazon Fire TVs similarly offer an Alexa integration to assist viewers with various tasks.

Outdated Siri on Apple TV 4K 3

When tvOS 27 arrives, Apple TV 4K will still ahve the old Siri.

Foundry

The latest Apple TV 4K, on the other hand, is still plagued by the outdated Siri, which can barely answer any meaningful questions or get anything done. It’s true that Apple Intelligence and the overhauled Siri AI require at least 8GB of RAM on iPhones, iPads, and Macs, but that didn’t not stop Apple from bringing Siri AI to 2023’s Apple Watch Series 9 with the S9 chip. Granted, it needs an iPhone nearby, but it’s safe to assume nearly every Apple TV 4K will also have an iPhone connected to the same network.

Furthermore, the Apple TV 4K won’t need to generate Genmoji or index emails, messages, and documents, so it shouldn’t need as much memory as an iPhone. tvOS could’ve at least adopted the more conversational Siri with world knowledge and ChatGPT integration, as it heavily relies on cloud processing anyway and isn’t locally demanding. Its omission sends the wrong message to anyone who has or may be looking to buy an Apple TV 4K.

Playing games

The Siri exclusion would’ve been more tolerable had tvOS 27 introduced other noteworthy features that keep users engaged. Alas, tvOS was barely mentioned at WWDC, with its main highlights including AutoMix for Apple Music, a redesigned Podcasts app, and other minor enhancements. In fact, even Apple’s own OS 27 preview webpage fails to include a tvOS section. Adding the lack of AI and the dramatic price hike into the mix makes it hard to recommend the Apple TV 4K to customers.

Sony DualSense controller connected to Apple TV 4K 3

You can play games on your Apple TV 4K, but it’s a far cry from a gaming machine.

Foundry

Instead, Apple could’ve promoted gaming on tvOS 27 by building a native Steam Link alternative. The Apple TV 4K already supports PlayStation, Xbox, and MFi-certified controllers, letting users quickly pair and customize them. Its game library, however, is too underwhelming due to the processing constraints and the platform’s unpopularity among serious console gamers and game developers.

Letting Mac gamers seamlessly access their titles—beyond Steam games—on Apple TV 4K could contribute to its unique selling points. Apple TV 4K would become an entertainment hub that houses movies, music, games, and more. Alternatively, Apple could’ve introduced an Xbox Cloud Gaming rival service on tvOS, eliminating the need for a nearby Mac and enabling any user to run demanding AAA games using the tiny box. Such a move would’ve potentially increased its subscription service revenue, too.

Eye on the future

The Apple TV 4K 4 is rumored to launch this fall, packing the A17 Pro chipset. This will reportedly allow Siri AI on tvOS and introduce significant performance gains. Whether Apple will come up with innovative ways to harness the power of the A17 Pro and unlock its full potential—through heavier gaming or otherwise—is yet to be seen, but most reports suggest this will be a minor update with few additional features.

Using Siri Remote with Apple TV 4K 3

Will Siri be at the center of the new Apple TV 4K?

Foundry

Regardless, time is running out. Unless the company makes fundamental changes to the set-top box’s direction, software, and use cases, Siri AI won’t be enough to justify the marked-up pricing. Plus, the millions of people who already own an Apple TV will be stuck with the old Siri until they pay to upgrade to a model that’s pricier than the one they own.

With the more capable HomePad home hub likely coming soon, Apple needs to make a decision about Apple TV. Because a chip-and-ship upgrade after four years isn’t going to cut it. Not at these prices.

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