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Apple TV's price drops in UK, continental Europe [u]

updated 10:58 am EDT, Wed June 18, 2014

Could be paving way for hardware refresh

(Updated with cuts on Mac mini, iMac) Apple has quietly reduced the price of the Apple TV across much of Europe. In the UK, the set-top has dipped £20 to £79. In continental countries pricing has been lowered €10 to €99. Elsewhere, though, costs appear to be unchanged. The device is still $99 in the US, for example.

The reason for the cut is unclear, but Apple has been rumored as refreshing the product sometime this year, and may want to reduce current-gen stocks. Alternately though the company may simply want to make the Apple TV more competitive with products like the Google Chromecast, which while less functional is also just £30/€35 in Europe.

Update: Reports note that prices for the Mac mini and iMac have also been reduced in some European countries. The Mini's price has improved by between €20 and €60, varying from country to country and model to model. In the UK only quad-core and server Minis have seen discounts. That country has however also received a discount on iMacs; mid-level 21.5.-inch models are £100 cheaper, while 27-inch models are down £150. Apple today announced a cheaper entry-level iMac.



By Electronista Staff
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