Apple cuts pricing of its set-top box in the UK and across Europe

Apple TV

Apple has cut the price of the Apple TV in the UK and Europe. In the UK, the device is now available for £79, down from £99. In continental Europe, the price has dropped from €109 to €99. That's a cut of about 20% in the UK, and about 9% in continental Europe.

The Apple TV is an increasingly important product for Apple, one that now generates over a billion dollars per year. This price cut will undoubtedly put the device, once thought of as a 'hobby' for Apple in more hands than ever. There has been no word on a price cut in other parts of the world.

Will you be purchasing an Apple TV at these lower prices? Let us know below in the comments.

Source: CNET

Joseph Keller

Joseph Keller is a news reporter for iMore. He's also chilling out and having a sandwich.

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Apple cuts pricing of its set-top box in the UK and across Europe

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I'm not European but my initial thought is: are they clearing inventory prior to a launch of the next version of the Apple TV?
Interesting...

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Apple seems to only lower price to clear inventory, did not see them match Target or Best Buy on iPad mini deal last week, so suspect update coming to Apple TV, will wait for that