In addition to announcing a new content deal with HBO, Tim Cook announced today that the Apple TV will received a new entry price at $69. Previously, the Apple TV was sold for $30 higher at $99.
The current generation Apple TV was last updated in March 2012 adding 1080p support to device. Since then, Apple has added a number of new channel options to the set top box since then, but the hardware remains unchanged.
FTC: We use income earning auto affiliate links. More.