Apple TV price cut in UK

Boy, Apple surely seems laser-focused on making its products more price-competitive. Minutes after releasing a $200 cheaper baseline 21.5-inch iMac model, now starting at just $1,099, word comes that its set-top box, the Apple TV which retails for $99 in the United States, has been discounted in the United Kingdom and across the European Union markets….

Previously costing £99 in the United Kingdom and €109 in rest of Europe, the hockey puck style media-streaming gizmo has been brought down to £79 in the United Kingdom and €99 in key European markets like Germany, Italy, the Netherlands and more.

Quickly, do the math in your head – that’s enough for a nice £20/€10 discount.

Apple is probably making this move to apply some pressure to the likes of Roku, Google’s $35 Chromecast HDMI dongle and Amazon, whose $99 Fire TV set-top box has been picking up some steam lately.

  • Jeffrey Feuerstein

    20 pounds is a lot more than 10 euro’s though… Unfair:(

    • ✪ aidan harris ✪

      In the UK the Apple TV is garbage anyway. Satellite TV company Sky sells a Now TV box with access to all local TV on demand services and their Now TV subscription service (granted this is accessible via the Apple TV) for £10. I haven’t tried it but on the inside afaik it’s basically a Roku…

      • Jeffrey Feuerstein

        Yeah with the features the current Apple TV has, it’s pretty useless everywhere but in the US.

  • Vorboid

    £20 = about €25, not sure how that works? Not complaining though. £59 for a refurbished Apple TV is not bad at all!

  • JoJo

    Would gladly pay it if you could jailbreak it and make it into a functional device.
    As is, this is still to much money for what you’re getting.

  • Xee

    Make it Jailbreakable then we’ll talk…

    • Ali

      Meeting dismissed.

  • -= J$@ =-

    Just throwing this out there…but could this be a sale on the current product to clear current stock & make way for a newer AppleTV product?

  • It’s also down AED 100 in the Emirati Store.

  • Emmanuele Fidazzio

    Sorry, but UK is no more in Europa? Has the island translocate toward another seas?