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article imageApple TV gets 20% price cut in UK & Europe

By James Walker     Jun 18, 2014 in Technology
After launching a new entry-level cheaper iMac earlier today, Apple has slashed the price of their media-streaming Apple TV set-top box in the UK and Europe. US pricing has not changed.
It means that UK readers can now pick up an Apple TV from the company's online store for £79 or €99 in continental Europe. Previously the unit was priced at £99 and €109 respectively.
The pricing changes were first noticed directly after Apple's online store returned earlier this morning. It had been absent for a brief period while it was updated to show the new 21.5" iMac which is equipped with a 1.4GHz Intel Core i5 processor with Intel HD 5000 graphics.
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 working on an update for TV. It could also enable it to compete better against other low-priced set-top boxes in the UK such as the £30 Google Chromecast or £10 Sky Now TV.
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