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Apple is reportedly planning a big increase in the price of the new Apple TV
(REUTERS/Lucy Nicholson )
Apple plans to significantly increase the price of its Apple TV set-top box when it launches the new version in October, Mark Gurman at 9to5Mac reports.
The new version of Apple TV will be available in October and could cost about $200, according to the report. The $200 price tag would mark a significant increase for the TV set-top box device, which sells for $69 and was originally priced at $99 when Apple introduced it back in 2012.
The higher price reflects Apple's increasing focus on the device, which executives downplayed as a "hobby" a few years ago. The fourth-generation version of Apple TV is expected to include several important new features, including support for the Siri virtual assistant, a new remote control that may pack motion sensors similar to the Nintendo Wii's controller, and an app store that will support third-party apps, according to various reports.
In other words, Apple sees the device as a full-fledged platform, similar to the iPhone, that could help the company establish a firmer foothold in consumers' living rooms.
According to 9to5Mac, Apple's long-rumored over-the-top streaming television service, which will bundle several cable channels, will arrive as soon as next year for a starting price of $40 a month.
Apple is expected to unveil the new Apple TV device at an event in San Francisco on September 9.
Apple may sell the new Apple TV for $149 or for $199, 9to5Mac says. The company will continue to sell the current Apple TV for $69 as an entry-level product, the report says.
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