SAN FRANCISCO (AP) -- Apple's new Apple TV set-top box will start at $149 and will be available in late October.
The company will continue selling the existing model for $69, a price that had dropped from $99 in March.
The main Roku 3 and Amazon Fire TV devices cost about $100, though cheaper versions with fewer features are available -- as low as $39 for the Amazon Fire TV Stick. Google also sells a Chromecast device for $35.
Maynard Um of Wells Fargo Securities has said that to justify a higher price, "Apple will have to provide significant innovation and functionality."
The new Apple TV has new capabilities such as voice controls and non-video apps, including games and shopping. Even video apps will have more capabilities, including baseball stats and the ability to watch two games at once side by side.
It remains to be seen whether consumers will consider those capabilities to be enough.
The new device was announced Wednesday at an Apple event in San Francisco.