Apple has announced a price cut for its Apple TV and Mac mini across the UK and Europe in order to compete with Roku and Google’s Chromecast.
With effect from Wednesday, Apple TV will be available in the UK Apple stores for £79 indicating a £20 saving over the previous price. In Europe, the price of the device has been dropped to €99 from €109. Unfortunately, the pricing in the United States remains untouched at $99.
In addition, prices of the Mac mini have also been reduced between €30 and €60 throughout European Apple Stores. Some European stores are now offering the entry-level Mac Mini for €619 with the quad-core and OS X server models selling for €819 and €1019 respectively.
Other countries including Germany are offering the device at a slightly lower pricing of €599/€799/€999. In the UK, price cuts between €30 and €50 will be offered on the quad-core and server Mac mini models, while price of the entry-level model remains the same at £499.
Although reason for the price cut was unannounced, previous rumours indicate that the iPad maker is working on a revamped, fifth generation version of the streaming set-top box.
The price cut was announced alongside the arrival of a new, entry level iMac on Wednesday. The new model comes with a 1.4 gigahertz Intel Core i5 processor, 8 gigabytes of RAM, and a 500 gigabyte hard disk in its standard configurations.
