Apple's notoriously discount-resistant Apple TV 4K just hit its lowest price ever. Costco is offering the 128GB third-generation model for $119.99 through October 31st, marking a rare $30 discount on hardware that Apple keeps at premium pricing. For Apple ecosystem users, this represents the best entry point into Apple's streaming platform in months.
Apple devices don't go on sale often, which makes Costco's current Apple TV 4K deal particularly noteworthy. The wholesale retailer is cutting $30 off the 128GB third-generation model, bringing it down to $119.99 from its usual $149 price tag. The promotion runs through October 31st and requires a Costco membership, though new members can sign up for $65 annually to access the deal. Even factoring in membership costs, this represents the most affordable way to get Apple's premium streaming device right now. Walmart and Best Buy are selling the smaller 64GB version for $129, making Costco's 128GB deal even more compelling. The timing coincides with the holiday shopping season, when Apple typically maintains strict pricing controls across its product lineup. Apple's ecosystem integration sets the TV 4K apart from competing devices from Google, Amazon, and Roku. Users can transform their iPhone into a remote, pair dual AirPods for private listening sessions, or display Apple Fitness Plus workout metrics directly on their television screen. The device's Continuity Camera feature even enables FaceTime calls through the TV, turning living rooms into video conference hubs. The recent tvOS 26 update adds fresh appeal to the 2022 hardware. Apple Music's new Sing karaoke mode transforms the Apple TV into an entertainment center, letting users grab their iPhone as a microphone while lyrics display on screen with pronunciation guides. An automatic profile loading feature means the device recognizes users when it wakes up, instantly jumping back into their preferred apps and settings. Despite being nearly three years old, the Apple TV 4K remains technically competitive. The A15 Bionic chip delivers smooth performance across all streaming apps and games, while support for HDR10 Plus, Dolby Vision, Dolby Atmos, and Wi-Fi 6 ensures compatibility with modern home theater setups. The 128GB configuration offers advantages beyond extra storage. Unlike the base 64GB model, it includes a built-in ethernet port for hardwired internet connections and supports Apple's Thread protocol for smart home device communication. These features make it particularly attractive for users building connected home ecosystems around Apple's HomeKit platform. The deal arrives as streaming device competition intensifies. Chromecast with Google TV and Fire TV Stick 4K Max offer similar streaming capabilities at lower price points, but lack the deep iOS integration that makes Apple TV 4K compelling for iPhone and Mac users. continues dominating market share with its neutral platform approach, but Apple's walled garden strategy creates stickiness for existing customers. Industry analysts note Apple's streaming device strategy focuses on ecosystem lock-in rather than market share growth. The company views Apple TV as a gateway to services like Apple TV+, Apple Arcade, and Apple Fitness Plus, making occasional hardware discounts strategically acceptable. This approach contrasts with competitors who rely primarily on hardware sales and advertising revenue. The Costco deal reflects broader retail dynamics heading into the holiday season. Warehouse clubs like Costco can absorb thinner margins on premium products by bundling them with membership fees and encouraging bulk purchases of other items. This model allows them to offer genuine discounts on Apple products that rarely see price cuts elsewhere.
