After two years, Apple will finally start shipping its new generation of Apple TV 4K this week, and while it comes with some nice improvements — like a faster chip — there’s something else that made headlines. The new model is much more expensive than the previous model, now starting at $299. Yes, there’s a lot to like about the new Apple TV. But while Apple has made its streaming box better, I’m not convinced the product is heading in the right direction.

Don’t get me wrong. I’ve always liked Apple’s set-top box. In fact, I think tvOS has one of the best interfaces of any streaming platform. But instead of making the Apple TV more accessible to more people, Apple keeps adding more powerful hardware and charging more for it. The problem is, most people don’t really need that power, and Apple itself doesn’t even take full advantage of it.

Does Apple TV really need all that power?

The main upgrade in the new Apple TV 4K is the A19 chip — the same one found in the iPhone 17. Benchmarks show a 50 percent gain in CPU speed and double the graphics performance between the new chip and the A15 from the previous Apple TV. That’s an impressive leap, but the thing is, do you really need all that power just to watch TV?

Most people who own an Apple TV don’t use it for much more than watching movies and TV shows. Apps like Netflix, YouTube, or even Apple TV don’t need that much power. Even if you occasionally use AirPlay or play a light game from Apple Arcade, you probably won’t have any performance issues with older Apple TV models. Sure, the A19 brings some meaningful improvements, including more efficient video decoding, but I find it hard to believe that most people will notice this upgrade on an Apple TV.

Even Apple is having a hard time justifying the upgrade. In the press release announcing the new Apple TV 4K, it says that the A19 chip enables “greater responsiveness, faster navigation, and smoother animations.” That doesn’t sound convincing enough to me to buy a new Apple TV. I’m all for making a product faster, but there’s a point where adding more power stops making a meaningful difference to the experience.

Nothing new

The biggest problem with Apple TV isn’t having powerful hardware, but the cost that comes with it. Previous Apple TV models were already powerful enough for a streaming box, but they were somewhat cheap. When it was $129, it was easy to justify buying one. But at $299, Apple TV is getting dangerously close to the price of a whole television. For about the same price, you can buy something that comes with a large screen, built-in speakers, and access to streaming apps.

Of course, I know the experience isn’t the same. Cheap smart TVs often have terrible software and annoying advertisements. Some manufacturers also have a bad reputation when it comes to software updates. That’s why I and so many others swear by Apple TV and tvOS in the first place. It makes using a television much more enjoyable. But is that experience really worth $300? Just a few months ago, you could buy an Apple TV and a pair of HomePod minis to use as speakers for $327. Now that same amount of money will only get you the streaming box.

Of course, for those immersed in the Apple ecosystem, Apple TV still makes sense. You can use it with your HomePods and as a hub for HomeKit accessories. It becomes more than just a streaming device. The new Apple TV, for example, lets you set up a surround sound system with four HomePods. These are all welcome additions, sure, but they also make Apple TV even more of a niche product.

Meanwhile, Amazon, Roku, and other competitors offer streaming devices that are a lot cheaper. Their software certainly isn’t as good as tvOS, but they get the job done for many people.

What we really need is an Apple TV stick

A faster Apple TV doesn’t really offer any benefits to most users. The truth is, it’s getting harder and harder to justify buying an Apple TV when smart TVs get better every year. 

At the same time, I don’t think Apple should completely ditch the premium Apple TV. There’s clearly a market for it. However, as memory and storage prices continue to increase, Apple should also offer a cheaper model for those who just want a nice way to use their favorite streaming apps.

I’d love to see an Apple TV Stick. Something like a smaller device that runs tvOS and costs half as much as the current generation. It just needs to run tvOS and stream 4K smoothly, without the latest chip or built-in microphones. Apple TV is great, but it doesn’t need to become more powerful. It needs to become more affordable.