TBNTech
Apple TV Started at $69 in 2015
Publication: Daring Fireball
Author: John Gruber
Source published: 17/10/2026, 00:37:01 UTC
Briefing created: 17/10/2026, 02:16:23 UTC
Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 17/10/2026, 02:07:25 UTC.
Briefings
In March 2015, Apple CEO Tim Cook announced a price reduction for the third-generation Apple TV from $99 to $69, a move that made the device significantly more accessible. This announcement coincided with the launch of HBO Now for Apple TV, and the price reduction applied to the set-top box rather than a new model. The new Siri Remote, featuring precision Find My support, was priced at $59, nearly matching the cost of an entire Apple TV with remote from that era. The evidence indicates the price drop was effective until October 2016, though inflation-adjusted comparisons suggest the $69 box today is still roughly half the price of the current 4th-gen 4K model.
Key points
- Tim Cook announced a price reduction for the third-generation Apple TV from $99 to $69 in March 2015.
- The price reduction applied to the existing set-top box rather than a new product launch.
Context
This finding is significant as it highlights Apple's strategy to lower hardware costs to increase market accessibility, particularly in the context of HBO Now for Apple TV's concurrent launch. The price reduction represents a substantial discount from the regular $99 price point, making the device more affordable for consumers at the time.
Limitations
The evidence covers only the March 2015 announcement and the subsequent price reduction period until October 2016. It does not provide data on the current market value of the $69 box in 2026, nor does it include information on the specific sales volume or consumer adoption rates during the price reduction period.
Generated by Bittrees-hosted qwen35-2b sha256:aaf42c8b7c3c on 17/10/2026, 02:16:23 UTC. Based on publisher-provided feed evidence; may not cover the full original article. Check the source for details.
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