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Cupertino, California – August 6, 2025 – Reports indicate Apple is on track to release a new Apple TV 4K before December 31, 2025, according to sources familiar with teh matter. This confirmation follows initial reporting by Bloomberg’s mark Gurman and corroborating details from MacRumors.
The current Apple TV 4K, released in November 2022, is powered by the A15 Bionic chip and supports HDR10+ and Dolby Vision. It retails for $129 (32GB) and $189 (64GB). The anticipated update is expected to include a faster processor, potentially the A16 Bionic or A17 Pro, and possible enhancements to the remote control. Industry analysts at Counterpoint Research estimate Apple held 18% of the global streaming media player market share in Q1 2025.
Launch History and Timing
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Apple’s Apple TV launch strategy has varied. In 2017, the Apple TV 4K was unveiled during the September iPhone event. However,subsequent models,like the 2022 version,were released later in the fall. Historically, Apple has held major product events in September, October, and November.
The timing of the new Apple TV 4K launch is strategically aligned with Apple TV+’s robust fall content schedule. The streaming service is set to premiere new seasons of “Ted Lasso,” “Severance,” and “Foundation” in September and October, providing a significant promotional prospect for the new hardware. Apple’s iPhone 17 event, expected in September, is now considered the most likely venue for the announcement.
Apple TV and the Streaming Landscape
Apple’s entry into the streaming market with Apple TV+ in November 2019 has been a key driver for Apple TV hardware sales. The company is competing with established players like Roku, Amazon Fire TV, and Google Chromecast. Roku currently leads the market with approximately 30% share, followed by Amazon at 25%.
The new Apple TV 4K is expected to further integrate with Apple’s broader ecosystem, including HomeKit and AirPlay. Potential features under consideration include improved gaming capabilities and enhanced support for spatial audio.
What are your expectations for the next Apple TV 4K? Share your thoughts in the comments below.
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