Apple TV gets 20 percent price cut in UK, Europe

After launching a new cheaper $1,099 iMac earlier today, Apple has slashed the price of its media-streaming Apple TV set-top box in the U.K. and Europe; U.S. pricing has not changed. U.K. readers can now pick up an Apple TV from the company's online store for £79, while those in continental Europe can purchase the set-top box for €99. Previously, the unit was priced at £99 and €109, respectively.

CNET reports that the pricing changes were first noticed after Apple's online store returned earlier this morning. It had been absent for a brief period while it was updated to show the newly-launched 21.5-inch Intel Core i5 iMac.

Although no reason has been given for the price drop, it could have been influenced by the fact that several reports have indicated that Apple is currently working on a substantial refresh for TV. It could also enable the product to compete better against other low-priced set-top boxes in the U.K. such as the £30 Google Chromecast or £10 Sky Now TV.

Source: Apple via CNET | Image via Apple

Report a problem with article
Previous Story

TechSpot Op-ed: Are we ready for 4K?

Next Story

Windows XP still used by nearly one in five SMBs

9 Comments

Commenting is disabled on this article.

lots of misconceptions on this thread

The Now TV box is indeed a rebadged Roxu LT, however it runs Skys firmware which can't be hacked. This limits the user to installing ONE development app, and even then you can't sideload the Netflix app onto it. Both devices are limited to 720p and do not offer an RJ45 ethernet port. You simply can't compare them to the Apple TV.

The Apple TV is 1080p, offers ethernet, has the ability to change DNS servers to use a proxy like unblock-us, you CAN use Plex on the Apple TV (inc the v3 model) just google PlexConnect and obviously you have access to certain parts of the Apple ecosystem like Photostream if that's your thing.

Totally different products imho

If only they supported Plex.

Oh well.. "NowTV" can be had in the UK that does Sky Movies, Sports and Entertainment streaming as well as Plex (via developer option) for home content. At just £9.99 for the box (or £14.99 from any large retailer with a sports pass) it doesn't make sense for anyone to buy a Apple TV unless they need AirPlay... and IMO Plex support more then makes up for that.

NowTV box is a just a Roku LT rebranded.

The "Now TV" doesn't contain a load of competing apps like Netflix. So even though it is only £10 it provides a limited experience

JHBrown said,
New Apple TV incoming?

More like they're trying to dodge the low ball Sky have thrown with their £10 streaming box... now Amazon Fire TV is also getting in on the action too...

The £10 Now TV box is an absolute steal, but do be warned the Wireless connection on it is probably one of the worst Ive come across. Needs to be up at a specific point on my wall to work, and Im only 10 feet away in the room across the hall to the router.

But still deffo amazing for the price and the content is excelllent!

Colicab said,
The £10 Now TV box is an absolute steal, but do be warned the Wireless connection on it is probably one of the worst Ive come across. Needs to be up at a specific point on my wall to work, and Im only 10 feet away in the room across the hall to the router.

But still deffo amazing for the price and the content is excelllent!


Are you talking about the NowTV box's wireless or the Apple TV?

Not had any problems with the Apple TV 3rd gen, or the 5 NowTV boxes or the Roku XS.