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.
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Excellent!
Apple should sell these at cost if they want market share. They’d take over the TV world if they knocked these out at around 15 quid