Apple TV’s Price Drops in UK and EU

Posted by at 3:55 pm on June 18, 2014

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Apple has quietly reduced the price of the Apple TV across much of Europe. In the UK, the set-top has dipped £20 to £79. In continental countries pricing has been lowered €10 to €99. Elsewhere, though, costs appear to be unchanged. The device is still $99 in the US, for example.

The reason for the cut is unclear, but Apple has been rumored as refreshing the product sometime this year, and may want to reduce current-gen stocks. Alternately though the company may simply want to make the Apple TV more competitive with products like the Google Chromecast, which while less functional is also just £30/€35 in Europe.

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