Apple raises Apple TV 4K price by up to 66% amid global storage shortage

Apple announced a substantial price increase for its Apple TV 4K streaming device in Germany. The 64 GB model rose from €152.99 to €229, a 50 % jump, while the 128 GB version went from €179.99 to €299, a 66 % rise. The hikes were applied simultaneously with higher prices for many Macs, MacBooks and iPads. Industry analysts link the price moves to a worldwide shortage of RAM and storage, driven by the soaring demand from AI data‑center workloads. Apple has not issued a formal comment on the increase. The higher cost may narrow the device’s target market and could affect sales of the current generation before the next Apple TV 4K model expected in 2026.