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Apple lowers the price of the Apple TV to $69

Steven TweedieMar 9, 2015, 22:46 IST

Apple is lowering the price of the Apple TV from $99 to $69, Tim Cook announced on stage at today's media event.

Cook said the price drop will hopefully make the set-top streaming box "more accessible" to a wider audience.

In addition to the price drop, Apple also announced a new exclusive partnership with HBO to bring a streaming service called HBO Now to Apple TV, which will cost $14.99 a month and include HBO's entire catalogue of TV and movie content - no cable subscription required.

To date, Apple has sold more than 25 million Apple TVs, a device it once called "a hobby."

For the latest news from Apple's press event today, you can follow our live blog by clicking here.