Apple TV 4K (3rd generation): The best new feature is the price

Most of the improvements to the 3rd-gen Apple TV 4K will go unnoticed, but the new lower price won't.

- JASON CROSS

Apple has the best streaming box out there. It's the fastest and most responsive, with the best audio and video quality (support for both Dolby Atmos and Dolby Vision), and with the update in 2021, it finally has a great remote, too. The operating system works well, shows are consolidated neatly in the TV app for most major services (with the notable exception of Netflix), and the Siri voice commands are for the most part convenient and reliable. If you use other Apple products, the synergy between them makes it even more delightful to use.

Unfortunately, the Apple TV 4K has also maintained its spot as the most expensive of the popular streaming platforms-by far. With a starting price of $179, it was easily three or four times the price of the best streaming boxes from Roku, Amazon, or Google.

The new third-generation Apple TV 4K makes a number of minor but welcome improvements, most of which won't make much of a difference in your day-to-day use. But it also comes with a much reduced price $129 for the 64GB model and $149 for the 128GB model. That's a $50 reduction in price for a product that is better than the one it replaces. In today's world of inflation and higher prices, it's nice to see a product-an Apple product of all thingsgoing in the opposite direction.