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

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 the former Editor in Chief of iMore. An Apple user for almost 20 years, he spends his time learning the ins and outs of iOS and macOS, always finding ways of getting the most out of his iPhone, iPad, Apple Watch, and Mac.