Apple Lowers Price of Apple TV to $69

Apple CEO Tim Cook on Monday at the “Spring Forward” media event in San Francisco announced that Apple TV will now cost $69, discounted from its regular price of $99. The new price for the set-top box arrives on the heels of the announcement of HBO Now for Apple TV. The new price appears to apply to the third-generation Apple TV, as the company did not announce a new set-top box on stage at the Yerba Buena Center this afternoon.

Apple TV 69
A revamped Apple TV has been rumored to be in the works for quite some time, but the next-generation set-top box is not expected to be announced until later this year or beyond. The upcoming Apple TV is expected to have an improved, tactile remote control and a brand new operating system with a built-in App Store. New apps are also expected to have redesigned user interfaces.

Follow the rest of our March 2015 event coverage for the latest information.

Related Roundups: Apple TV, tvOS 10
Tag: March 2015 event
Buyer's Guide: Apple TV (Neutral)


Top Rated Comments

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19 months ago
Update the device already dammit.
Rating: 28 Votes
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19 months ago
I think that means that we're not likely to see an upgraded box soon. Apple doesn't play the game of "lower price to clear inventory then ship new".
Rating: 7 Votes
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19 months ago
Many middle schoolers at age and at heart are giggling.
Rating: 6 Votes
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19 months ago

I've been holding out for a new device (want to ditch the Roku). Not sure if I should keep waiting, or take the plunge now.


Why do you want to use an Apple TV over a Roku? Unless you buy a lot of movies through iTunes the Roku is better. It has more content options. The Apple TV has AirPlay but I will tell you from first hand experience that AirPlay has turned to trash lately. It hardly ever works.
Rating: 6 Votes
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19 months ago
Yeah I was hoping for a new model but I think it's time to upgrade to a v3 model. Are the v2 models still selling high on ebay? Maybe i'll sell mine.
Rating: 5 Votes
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19 months ago
Geez. Can we keep it at $99 and actually update the **** thing instead?
Rating: 5 Votes
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19 months ago
Just release a new one for ****s sake and open an Apple TV app store.Apple is sitting on its hands waiting for content deals while Google, roku and Amazon continue to outpace them in this category.
Rating: 5 Votes
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19 months ago
Too Bad

$69 is a cop out from a company that seems to have completely moved away from supporting this product. Unless there is a completely new OS update coming for it, it pales in comparison to its competitors from Amazon and Google and others. Apple can laud about how they are the leaders in this market, but there are significantly more people with other boxes, even in the same living room as the Apple TV, and the Apple TV is just not competitively featured. Not even sure why they bothered to announce the price cut at this time, more likely to fill in time then a need to tell the world they cut the price of a 3 year old product another $30.

BTW you can tell Apple doesn't care about product when it is "value" priced, unlike the $1600 netbook they just announced.
Rating: 4 Votes
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19 months ago

Time to update that UI. It's become very cumbersome. Mildly easier if you use the remote app on iPhone, but still.


At least the UI can be updated without a hardware refresh. Hopefully they've got someone working on it, at least from the design side.
Rating: 4 Votes
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19 months ago

I think that means that we're not likely to see an upgraded box soon. Apple doesn't play the game of "lower price to clear inventory then ship new".


Not necessarily. I'd say this simply paves the way for a new tiered pricing strategy.
Rating: 3 Votes
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