Marking a saving of £20 on the streaming box’s original £99 fee, the Apple TV price cut sees the Apple Store selling the device for the same fee that has been offered by a number of third-party retailers – such as Amazon – for a number of months.
As well as matching third-party retailers, the new, lower, Apple TV price sees Apple’s hobby project now compete on the same cost-based playing field as rival streaming box, the Roku 3.
Aside from being a move to attract new users to the service, and the underlying iTunes store platform, the Apple TV price cut has inadvertently sparked renewed speculation around a refreshed Apple TV being in the works.
With a new Apple set-top-box having long been tipped to land with a faster processor and improved iOS compatibility in tow, Apple has also been tipped to be working on its own iTV branded television sets, with the Apple TV platform built in.
The Apple TV price cut was introduced alongside the arrival of a new, entry level iMac.
Showing the company’s efforts to offer more affordable devices, the 1.4GHz dual-core Intel Core i5 powered 21.5-inch iMac is available now with a more wallet-friendly £899 price tag.
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