Today at Apple’s event, we started off on a strange footing. Rather than leap right into the Apple Watch, CEO Tim Cook lead off with Apple TV. Not only will Apple TV users have access to HBO Now exclusively, Apple is also dropping the price. Rather than $99, Apple TV will cost a mere $69. The price change is in effect immediately, so if you need a new streaming device, “now’s the time”, says Tim Cook. It might not be, though.