{
  "id": 15080322,
  "title": "Apple TV Cost $69 in 2015",
  "url": "https://urgent.news/2026/10/17/apple-tv-cost-69-in-2015",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-10-17T00:37:01.000Z",
  "source": {
    "name": "Daring Fireball",
    "slug": "daring-fireball",
    "url": "https://www.macrumors.com/2015/03/09/tim-cook-apple-tv-now-costs-69/"
  },
  "original_language": "en",
  "account": "On 9th March 2015, Apple CEO Tim Cook unveiled a significant price reduction for the Apple TV at the \"Spring Forward\" media event in San Francisco. The set-top box, previously priced at $99, would now be available for $69, a discount that made it more accessible to a broader audience. The announcement was met with enthusiasm from the crowd, with attendees reacting with whoops and cheers. The reduction applied to the third-generation Apple TV, with Apple not announcing a new set-top box on stage that day. The company continued selling the third-generation Apple TV for $69 until October 2016. Adjusted for inflation, the $69 price tag today would be just under $99, equivalent to around $137 in 2015 dollars. This price point was significantly lower than the $150 cost of the current Apple TV hardware, the 4th-gen Apple TV 4K. The new Siri Remote, featuring precision Find My support and a speaker, was compatible with all prior generations of Apple TV 4K. However, purchasing just the new remote cost $59, which was almost as much as an entire Apple TV with remote in 2015.",
  "summary": "Joe Rossignol, reporting for MacRumors back on 9 March 2015: Apple CEO Tim Cook on Monday at the “Spring Forward” media event in San Francisco announced that Apple TV will now cost $69, discounted from its regular price of $99. The new price for the set-top box arrives on the heels of the announcement of HBO Now for Apple TV . The new price appears to apply to the third-generation Apple TV, as…",
  "key_points": [
    "Apple CEO Tim Cook unveiled significant price reduction for Apple TV on 9th March 2015.",
    "Third-generation Apple TV dropped from $99 to $69, making it more accessible.",
    "Adjusted for inflation, $69 in 2015 is equivalent to around $137 today."
  ],
  "editors_take": "Lowering the entry price for the third-generation hardware signals a shift toward mass-market accessibility that contrasts sharply with the higher costs of modern Apple TV components.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}