Apple TV gets quiet cut in UK and Europe

Chris Davies - Jun 18, 2014
Apple TV gets quiet cut in UK and Europe

Apple doesn’t just have a new entry-level iMac today, but has also quietly cut the price of the Apple TV in the UK and Europe. The set-top box has dropped from £99 in the UK and €109 in Europe to £79 and €99 respectively, though US pricing is unchanged from $99.

However, while there have been ongoing rumors of an Apple TV refresh, that’s still yet to surface. In terms of hardware, this is still the same third-generation model we reviewed back in 2012, though software updates have seen new sources added to the options alongside iTunes content.

One possibility is that Apple is clearing the way ahead of the arrival of HomeKit, its smart home platform. Some rumors have suggested that a new Apple TV could act as a hub for the home automation platform.

That would allow a family’s worth of iOS devices to connect to a centralized HomeKit database, rather than having to ensure a permanent internet connection in order for devices like wireless light bulbs, locks, and thermostats to continue operating. While Apple has given some details on how HomeKit operates, it’s yet to confirm the fundamentals of the installation.

The streaming space is getting more competitive, with Google’s Chromecast regularly adding new sources, and Amazon’s Fire TV wading into the segment with a focus on Prime content.


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