Apple drops older, cheaper Apple TV
After close to a four year run, Apple's older and cheaper third generation Apple TV is off the shelves.
First spotted by 9to5Mac, Apple looks to have finally discontinued its $69 streaming box, removing the box from its online stores.
First introduced in 2012, the at the time upgraded Apple TV featured a faster processor and was capable of displaying 1080p HD content. Last year the iPhone-maker came out with a new box, adding even more power and support for 4K streaming and the ability to control your TV through Siri on the remote control.
The new box starts at $149 however, and Apple continued selling the older Apple TV as a cheaper way for those looking to stream content from their iPhones, iPads and Macs.
The company is now directing customers interested in the older box towards the newer, pricier Apple TV.
Apple's timing for discontinuing its cheaper streaming box is curious. On Tuesday, Google announced an updated version of its Chromecast streaming stick. While Google's device allows for streaming 4K content, something the old Apple TV could not do, its similar $70 price point would make it comparable to Apple's offering which offers a remote control and can be operated independent of a smartphone or computer.
Apple is rumored to be prepping for an event in California later this month. While most reports point to the event focusing on the Mac, there has been some buzz on a new 5th generation box this fall.
Given Apple's perpetual teasing of their larger ambitions for the living room, the company may have a new box on the way as well.
Follow Eli Blumenthal @eliblumenthal.