Wednesday, June 18, 2014, 09:05 am PT (12:05 pm ET)
Apple TV price drops by as much as $30 in the UK & Europe, Mac mini also sees cutsApple appears to have chosen this week to revisit its pricing strategy around the world as the company lowered overseas prices for its Mac mini desktop, iMac all-in-one, and Apple TV streaming device by as much as $80.
Consumers in the U.K. can now purchase an Apple TV for just £79 ($134), a £20 ($34) drop from its previous £99 ($168) price point. The cost of standard-model iMacs has been cut by between £100 ($169) and £200 ($339), depending on the configuration, while the top-end consumer Mac mini has been made £20 more affordable.
On the continent, the Apple TV shed €10 ($14), bringing it to a cosmetic — though not financial — match with its American cousin. The Mac mini fell by as much as €60 ($81) in the mainland, depending on the country, though the iMac did not receive similar cuts.
It is unclear if the adjustments are part of a more aggressive pricing strategy or simply the results of currency fluctuation.
The moves follow Wednesday's introduction of a new, more affordable iMac that many believe is designed to help Apple compete with lower-cost, Windows-based all-in-one PCs. 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.
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