What are the repair options and price to restore Apple TV 4K to factory settings?

Mine updated by itself and they same happened. Flashing light, won't turn on. 4k version so can't reset it. Can't connect it to macbook either. My only option is an Apple support that says bring it in for a repair. What a bummer. Now I have to buy a new apple tv because Apple made me to. The cost exceeds buying a new apple tv that's so disappointing.

I had this exact issue and brought it to the Apple Store. They couldn’t get it working either so I was offered to have it repair for ~$110. I baulked at that. It’s a real bummer you cannot restore via computer connection.

From stories that I’ve heard (read), it seems to differ by country.

For the US, contact Apple directly for assistance. Apple Authorized Service Providers are independent companies that have their own price list. They will only do “for free” if Apple compensates them for the work (and optional replacement devices) through existing arrangements (e.g. [select] mass recall service programs).

If you see a warning symbol on Apple TV - Apple Support

If you have an Apple TV 4K

If you see a […] flashing indicator light on the front of your Apple TV, contact Apple Support.

In-store diagnosis and repair estimate is free - schedule. They just might bring it alive (for free).