Apple has been dealing with some stiff competitors of late, particularly in the lounge from the likes of Roku and Google's Chromecast – two new additions which have drived down the worth of what shoppers' anticipate to pay to soop up their HDTVs. At launch – many moons in the past – Apple TV appeared like a discount, costing simply £ninety nine. These days, nevertheless, that worth is beginning to look fairly vital.
And that is in all probability the rationale why Apple simply knocked 20% off the RRP for its media set-prime field. It appears Apple needs to be a bit extra aggressive with its set prime field, and now you can decide one up for £seventy nine – nonetheless fairly pricy in comparison with Chromecast.
There’s more likely to be much more competitors coming from the likes of Amazon quickly. Amazon Hearth TV launched within the US earlier this yr and gives much more options together with Android gaming in your TV. It hasn’t hit the UK simply but however it's anticipated to land ultimately and have an analogous RRP to Apple TV.
Might Apple even be getting ready to relaunch its TV field? Worth cuts are often carried out forward of latest releases so as to shift as a lot of the previous product as potential earlier than the refreshed model arrives. It was previously rumoured the Apple TV can be getting a refresh throughout Q3 2014.