New Apple TV Box Priced at $99 in the US, But with a Twist
Apple has been selling its new Apple TV box for $99 in the United States, which is the same price as its predecessor. However, when it comes to other countries, it seems that Apple is taking this opportunity to bring in new users with a discount. In various online Apple stores across Europe and further afield, the company has marked down the price of Apple TV at the same time that it is introducing the new model.
New Features and Price Changes
The new Apple TV box comes with several exciting features, including a new 1080p interface (with support for movies at that resolution as well) and iCloud streaming support. The price changes across various countries are quite noticeable, which also underscores how much the price varies from market to market.
Countries with Price Discounts
Here are some of the countries where the price is changing:
- Denmark: 849 Kroner ($150), down from 949 Kroner.
- Australia: A$109 ($116), down from A$129.
- Norway: NOK679 (about $120), down from NOK850.
- Germany: €109 ($144), down from €119.
It’s likely that there are more countries with price changes, but these few examples give an idea of the discounts being offered abroad. Why is Apple offering these discounts?
Why the Discounts Abroad?
We spoke to Horace Dediu, an Apple analyst who first brought the discounts to our attention. In 2011, he highlighted how in two countries – his home turf of Finland and Brazil – Apple TV had the highest premium over the price in the US compared to other Apple products.
"It’s unclear how well Apple TV has sold up to now in markets outside the US," Dediu said, "but the discounts could be one way of drawing in more users to the service in these countries."
It’s possible that some markets were not receptive to the premiums that Apple originally set. As Dediu notes, "[Apple] might be bringing the price in line with what it should be."
The UK: A Price Anomaly?
Interestingly, the price hasn’t gone down in the UK – my home turf. Could this be because Apple TV is selling just fine at £99 ($157)?
What Do These Discounts Mean for Apple TV Users?
These discounts could mean that more users will be drawn to Apple TV in countries where the price was previously too high. However, it’s also possible that the original prices were set too high in these markets.
A New Era for Apple TV?
The introduction of new features and price changes suggests that Apple is committed to making its streaming service more accessible to a wider audience. With the discounts being offered abroad, it seems likely that Apple will continue to evolve its pricing strategy to better meet the needs of users in different markets.
Conclusion
In conclusion, the new Apple TV box comes with exciting features and price changes across various countries. The discounts being offered abroad could mean that more users will be drawn to Apple TV in these markets. Whether or not this strategy is successful remains to be seen, but one thing is clear: Apple is committed to making its streaming service more accessible to a wider audience.
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