Apple is set to unveil a new Apple TV 4K on Sunday, 13 October — its first hardware refresh in exactly four years. The current model launched 18 October 2022. No official specs, pricing or availability details have been confirmed by Apple, but multiple reports, including What Hi-Fi?. Cite credible industry rumours pointing to an updated processor, a redesigned remote, and a more capable Siri AI system. The event, branded “Welcome Home”, is expected to focus on smart home devices, with the Apple TV 4K tipped as a key part of that lineup. Not a rumour about a new model. A rumour about this one, launching next week, and timed to the day. That’s unusually specific for Apple leaks. And unusually urgent for a product that hasn’t changed since Biden was in his first term. The last update wasn’t a refresh. It was a price hike: the base model jumped from £139 to £199 in the UK. The 128GB version with Ethernet went from £169 to £249. No new chip. No new remote. Just a steeper ask for the same box. So yes. This matters. Especially if you own the 2022 model and are weighing whether to wait or upgrade. Especially if you’re shopping now and wondering why the current Apple TV 4K still costs $129 in the US and ₹11,990 in India, prices unchanged since launch. While competitors like the Fire TV Stick 4K Max 2 and Chromecast with Google TV keep adding features at lower tiers. The current Apple TV 4K remains a benchmark for streaming fidelity: deep contrast, precise motion handling, rich Dolby Atmos support, and tvOS’s ad-free, iPhone-tight integration. But it runs on the A15 Bionic, the same chip inside the iPhone 13. Four years later, that’s starting to show in app load times, multitasking fluidity, and AI-driven voice search responsiveness. A new chip. Likely the A18 or M-series derivative, would close that gap. A new remote with better haptics or battery life would fix the most common complaint reviewers cite. And a smarter Siri could finally make voice control feel less like shouting into a void. Apple hasn’t confirmed any of this. But locking in an event named “Welcome Home”. And scheduling it just eight days after the fourth anniversary of the last Apple TV 4K, isn’t accidental. It’s a signal. The rollout begins Sunday. Pre-orders open Monday. Shipments start Friday, 18 October. If past Apple patterns hold. Until then, the 2022 model remains the only one you can buy. And the only one you’ll find listed as ‘Apple TV 4K’ on Apple’s website, Amazon, or Flipkart. No leaks mention a name change, no “Apple TV 4K 2026”, no “Apple TV Pro”. Just Apple TV 4K. Same name. New internals. Same search terms: “apple tv 4k”, “apple tv 4k 128gb”, “apple tv 4k ethernet”. Those phrases will still point to the old model. Until they don’t.