Apple HomeView and Apple TV 4K at $299: One price, two strategies

Apple has set a $299 price for its new HomeView smart display and updated Apple TV 4K. The same price serves different strategies: HomeView is positioned as an invitation to try a new product category, while Apple TV 4K is aimed more narrowly at Apple users seeking a specialized living-room experience.

HomeView can currently be judged mainly by its product pitch, since its performance has not yet been tested in practice. Apple is not the first company to make a smart display, but the device is presented as having the level of polish expected by iPhone users.

Apple TV 4K returns to its 2007 starting price

The new Apple TV 4K replaces the previous $249 model at $299. Apple had raised the prices of the two third-generation versions in June: the $129 model went to $199, while the $149 version rose to $249.

In 2021, Apple sold Apple TV HD for $149 and the second-generation Apple TV 4K for $179. By the end of 2022, the third-generation device came in a 64GB version without Thread or Ethernet for $129 and a 128GB version with Thread and Ethernet for $149.

Apple TV 4K adds home-theater features

The updated box includes microphones in the device itself and a new chip. It also supports a home-theater setup with two large HomePod speakers and two new HomePod mini 2 speakers; the box and four-speaker setup costs $1,300.

In 2026, a 65-inch 4K LED television with the Apple TV app and other streaming apps built in can be bought for $299. That leaves Apple TV 4K increasingly positioned not as a way to add streaming apps, but as a way for Apple users to bring a fuller Apple experience to their television.

The article’s author says they have used a second-generation Apple TV 4K from 2021 without complaints and do not currently prioritize a specialized home theater. For buyers seeking a premium setup and unconcerned about cost, the new box may offer a stronger experience than built-in television platforms.