14 DAY TRIAL // Apple TV buyers in Europe and the UK can now grab the set-top box for just €99 and £79, respectively, a €10/£20 drop from the previous asking price. The system sells the cheapest in the US, just $99, which translates into just €73 or a meager £58.
Tim Cook & Co. have been slashing prices left and right recently. Just a few months ago the Cupertino company introduced a cheaper 8GB iPod touch, followed by an 8GB iPhone 5c model for emerging markets, and more recently slashed the price of the iMac.
Apple TV is the latest to receive a considerable price drop (considering its already small price tag), making it even more affordable than it already was.
There isn’t much you can do with an Apple TV if you prefer getting live content, especially if you live outside the US and the UK, but rumor has it that Apple is planning to expand its capabilities with access to the App Store and support for game controllers.
If that happens, it will be interesting to see how a $99/€99/£79 puck-sized box will eat away at the market share of big game console sellers like Sony, Microsoft, and Nintendo. My take? It’ll be a bloodbath.