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New Apple TV Confirmed, Costs Just $99

Andy Vandervell


New Apple TV Confirmed, Costs $99

Towards the end of Apple's event today Steve Jobs came to Apple TV, which has been the subject of so much conjecture and rumour of late. A lot of it, it seems, was right on the money, but not all of it. Pointedly the name hasn't changed, as was rumoured, but the size of the device (it's one-fourth the size of its predecessor) definitely suggests it's using iPhone derived hardware. As does the price, which is a mere $99 – just as expected.

Connectivity includes HDMI, an optical audio output, Ethernet and 802.11n Wi-Fi, as well as the power input. Apple has gone ultra-simple with the new Apple TV, as it will not store anything locally. Instead all content, be it films or TV shows, will be rented and streamed. You won't be able to purchase anything on the Apple TV, but rental prices for TV shows will be low, at just 99 cents. Not all the major US networks are signed up, though, with just Fox and ABC involved for the time being.

Naturally HD is supported. No specific mention was made about what kind of HD, but 720p is clearly the most likely considering this is an exclusively streaming device. Were it doing 1080p, we're certain Jobs would have made a point of mentioning it. US users will get Netflix integration, while YouTube and Flickr are also included. Contrary to previous suggestions there's no App Store integration, and the Apple TV has an interface that's very much its own.

One final interesting point, we definitely spotted The Stig/Top Gear among the TV shows as Jobs scrolled through them in his demo, so some kind BBC connection is there. How this might work we're not sure, but the smart money would be on some kind of custom iPlayer interface akin to Netflix. Fingers crossed on that one.

No word as yet on pricing outside the US, or availability for that matter, and the device is due over there in four weeks times.


September 2, 2010, 3:21 am

The only sig change is the lack of the hard disk (presumably to get the price down). Everything follows from that decision, no purchases only rentals (big minus if you ask me as the kids like to watch things over and over again), streaming will be dependent on good broadband connections, no 1080p presumably as this would murder the broadband networks. Bit of a disappointment really.


September 2, 2010, 5:17 am

Can it play files through the USB port?

Apple have translated the $99 into £99 by the way.


September 2, 2010, 7:04 am


Which is nice considering $99 is closer to 65 quid.


September 2, 2010, 8:50 am

This'll once again only appeal to the most diehard of Apple fans here in the UK. The upcoming Project Canvas will see to that as will the built-in video rental stores now included on the newer television sets.

That said it's to see the power supply built into the unit especially considering it's diminutive size.


September 2, 2010, 10:12 am

@GoldenGuy: Remember there is also local sales tax to be added on the US price. The £99 over here includes VAT and P&P.

@TR: Please do some investigation as to the content we can expect in the UK. If we can get US TV shows at the same time as they are released on Apple TV in the States for 59p (if the iTunes price conversion of 99c holds up), I will be all over this one.

So far the UK has been very poorly served by the content provided by streaming services, and what little there is is too expensive.


September 2, 2010, 10:36 am

It's an interesting approach but I still think that Apple TV really takes off when Apple can offer a subscription service. The instant that happens it becomes a viable alternative to a Virgin / Sky subscription but until then it's still a bit expensive and a bit limited in terms of potential audience.


September 2, 2010, 11:09 am

I can't help but think that a device like this should be free.

You want me to "borrow" movies from you for £4.99 for 1 viewing ... and in order to do so you want me to pay £99 ...worse still I get to chew through my broadband allowance...and slow the other users in the house down.

I really don't think so.


September 2, 2010, 12:31 pm

I'm waiting to see if anyone jailbreaks this to allow it to play MKV, DIVX, FLACS on my local network (preferably at 1080p if its using the same hardware as the iphone). There was a good scene around hacking the first Apple TV and this one is iOS based so I remain hopeful.


September 2, 2010, 12:42 pm


Yup. My household consumes bandwidth like Cornish pasties. I can't even get iPlayer to work some evenings because of the connection wrestling my router performs. How jarring will it be to receive a 'buffering' message near the end of, say, Atonement?!

Hack it I say, the sooner the better! Give me XBMC on a box that small!


September 2, 2010, 12:47 pm

@ interpleb, unfortunately I suspect we won't get TV shows at the same time as the US version simply because we already get shows screened later than the US most of the time; plus the big TV companies have paid a lot for the exclusivity of those US shows and wouldn't want a rival like Apple TV eroding their potential viewing audience. Also catchup TV here suits a lot of peoples needs anyway (referring purely towards terrestrial channels).

@ Castalan, you make a salient point there. It's nice to rent every now and again but sometimes you want the convenience of actually being able to buy permanently something you download. Without that option then it becomes a very expensive video membership card.


September 2, 2010, 12:53 pm

even at $0.99 a show, which I don't see here given it nearer a fiver at the moment, it's probably gonna end up costing significantly more than a sky+ subscription if you watch a lot of tv. If you don't, well why would you want one anyway?

Ion nettop with your choice of software, mine is xbmc, all the way for me.


September 2, 2010, 1:07 pm

@GherkingTR: your wish might just be fulfilled with the release of the Boxee player possibly later this year.


September 2, 2010, 1:48 pm

I've reordered one, which might put me in the more money than sense brigade. I watch TV for maybe a couple of hours a week and I never watch the same thing twice (despite owning stacks of DVDs). I like the idea of having a simple and easy to use device, I like the idea of being able to play music from my iPhone through my home cinema set up without having to dock it, and I don't find the pricing prohibitively expensive.


September 2, 2010, 2:13 pm

@CraigD "Ion nettop with your choice of software, mine is xbmc, all the way for me." Exactly. Apple can get away with locked down hardware/software on phones, but i just don't see that model making sense when it comes to a Tv/media box.


September 2, 2010, 2:32 pm

Regarding the price, I've put together a chart showing the UK vs US pricing of Apple products, it just doesn't make sense that Apple are pricing this at a 1:1 ratio, when devices more and less expensive have a much lower ratio: http://drp.ly/1EbAb3

Also, regarding TV shows, more worryingly, on the UK Apple TV page, any mentions of TV shows have been removed, so doesn't look like we'll be getting TV rentals straight away.


September 2, 2010, 3:03 pm

I think im going to wait on the appleTV, since project canvas (when the bo comes out) and a subscription to lovefilm seems like a much better option for me!

However I havent written it off yet as I like the idea that as it now runs iOS, as there is the potential for it to allow gaming on it (using the iPhone/iPod as a controller) which would be excellent for casual gaming.

Also colour me interested if someone works out how to install XBMC on it! :-)


September 2, 2010, 3:35 pm

@Marko: I watch TV for maybe a couple of hours a week

I'm the same, I think if your a person who watches movies every night etc, then Sky TV would seem the ideal. But for us we might say fancy watching a movie Saturday night, find a movie and start watching it within a couple of minutes. Not sure why people seem to think renting movies on ITunes is £5, there usually £3.49 and less, HD is more but then so is Sky. Looking at SKY's website for the movie pack only it's £35 per month, so I'd have to rent 10+ movies before Sky would be a better option for us.

Also for movies I already have I use Handbrake & MetaX to add to my library.

The best thing though about AppleTV is it's WAF proof. I used to use XMBC but unfortunately great as it is, it wasn't as WAF proof as the Apple TV. btw. WAF = "Wife Acceptance Factor".

@Simon: Apple can get away with locked down hardware/software on phones, but i just don't see that model making sense when it comes to a Tv/media box.

What exactly do you mean here?. I can play media I buy / download or allready own, don't feel any more locked down than when I used XMBC. The only issue I would say is that you may need to convert them first, not a big deal with Handbrake and batch mode converting.


September 2, 2010, 4:03 pm

Totally agree on the WAF point, both from a TV perspective and being able to easily play music.


September 2, 2010, 4:19 pm

Wouldn't be cool, if the iPhone/iPod Touch had HDMI out and you could use it to watch movies directly to the TV instead of having to buy a dedicated device.

The Nokia N8 comes with an HDMI out, now all we need is the Amazon/Netflix video streaming app on it ;)


September 2, 2010, 4:43 pm

@jcwacky: Try redoing your graph with VAT removed from the UK price, so it is an accurate representation of the price.

See this link so you understand that most people in the US don't get the goods for the $ price you quote:



September 2, 2010, 4:44 pm

@Ash: iplayer is going to be on the N8 for just that function, I also hope that other video sites follow.

the apple TV never appealed to me before and it still doesn't, I think google TV for all the stuff that it is advertised it can do is a far better option.

as for the price $99 is £64 all without tax, therefore with VAT it should only be £75 so that is a good 5 HD film rentals you are paying more for no dissernable reason, and there is no P&P on shipping.

also this new air streaming is to tied in compared to the standard that is UPnP can do the same stuff even my n95 can do more with 'home media' (send music, photo or video to my PC from the phone, play any music from the PC on the handset or just control the music on the PC from the phone)

Chris Beach

September 2, 2010, 4:52 pm

So this is a serverly crippled mac mini for users that haven't heard of bittorrent or picture quality?

Alan Edwards47c

September 2, 2010, 4:55 pm

@Ash - The new iPod Touch (and iPhone I would think) can output to VGA, component and composite with the appropriate cable.

If the new Apple TV gets iPlayer and/or Canvas I might get one, but as it stands I'll give it a miss.



September 2, 2010, 5:36 pm


Exactly. Tax and postage shouldn't be anywhere near £35 in £100 (the Apple TV's now tiny anyway). They've also added little disclaimers to the new iPods saying how much VAT and postage is, to try and excuse themselves from the price hike. But if you take the new 64 gig Touch, the asking price is £277 - that's still an inexplicable $28 on top of the US price.

I don't mean to bitch about every little cent because a lot of the new the line up is great, but these price increases, every single time they refresh their product line, really add up. This is most evident on their MacBook which used to be a great bargain, but has steadily grown more and more unreasonable come each cycle. And not to say the budget should be worrying about middle class Apple shoppers first, but the VAT rise in January is gonna be extra bloody annoying too.

It looks like most people are gonna have to leave their stores with iPads and not necessarily out of choice either.


September 2, 2010, 5:48 pm

@cjb110 it's pointless comparing this to a mac mini when a machine costs 6 times the price. As for bittorrent, legality aside, my girlfriend has zero tolerance for messing around with it.

@goldenguy the markup is the most irritating thing about this for me. The price itself is alright and wouldn't have bothered me if I hadn't known the US price.


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