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 Roundup: Apple TV
Buyer's Guide: Apple TV (Neutral)

Top Rated Comments

c1phers Avatar
95 months ago
Update the device already dammit.
Score: 28 Votes (Like | Disagree)
GadgetDon Avatar
95 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".
Score: 7 Votes (Like | Disagree)
Frankied22 Avatar
95 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.
Score: 6 Votes (Like | Disagree)
jonblatho Avatar
95 months ago
Many middle schoolers at age and at heart are giggling.
Score: 6 Votes (Like | Disagree)
Lord Hamsa Avatar
95 months ago
Geez. Can we keep it at $99 and actually update the **** thing instead?
Score: 5 Votes (Like | Disagree)
8281 Avatar
95 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.
Score: 5 Votes (Like | Disagree)

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