The current third-generation Apple TV 4K models were released in October 2022, featuring the A15 Bionic chip. New hardware models are anticipated for release this fall. Significant price increases for the existing models, from $130 to $200 and $150 to $250, make them less competitive. These higher prices are considered unjustified for hardware that is effectively four years old with five-year-old technology. The substantial price hike, especially a 67 percent increase for the higher-end model, suggests these prices are intended for an upcoming hardware refresh. It is speculated that the new models will be more advanced home hub devices, justifying the $200 to $250 price points. This situation makes purchasing the current Apple TV models a poor value proposition in the interim. Apple may introduce new Apple TV hardware in September or October that is ready for Apple Intelligence. These price increases could be a prelude to even higher prices for the next-generation hardware. Currently, the Apple TV platform appears to be the most negatively impacted by these price adjustments within Apple's product lineup.