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.

Check out 9to5Mac on YouTube for more Apple news:

You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

About the Author

Zac Hall

Zac covers Apple news, hosts the 9to5Mac Happy Hour podcast, and created