Apple has dropped the price of its Apple TV set-top box to €99 in Europe and £79 in the UK, putting pressure on rivals Roku, Google and possibly Amazon. The €10/£20 discount isn’t huge by any means, but it’s a sizeable chunk when you consider the Apple TV cost €109/£99 before. In the UK, it puts the device on a level playing field with the Roku 3 and also narrows the gap with Google’s Chromecast_streaming dongle._Amazon is yet to launch the_Fire TV in the UK, so it’s possible this is also a pre-emptive measure against the new entrant. Rumours continue...

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