Apple is lowering the price of the Apple TV to $69. This is a drop from the $99 that set-top box normally costs.

CEO Tim Cook also announced that Apple has sold 25 million Apple TV units to date. He added:

If you don't have one yet, now's the time. This is just the beginning.

Apple also announced today a new HBO Now service that brings all of HBO's content to the Apple TV without a cable subscription of any kind.

For more from Apple's Spring Forward event, be sure to follow along with our live blog.