Apple TV Gets A Price Drop
Not sure when this happened, but considering Apple launched movie downloads on iTunes this morning it’s probably a recent decision… Apple TV has finally gotten a much-needed price drop in Australia.
The 40GB model, which used to retail for $449, now costs $329, while the 160GB model drops from $579 to $449.
That’s still a fairly big markup on the US$229 and US$329 prices in the States, but still, it makes the Apple TV a much more attractive option. It also makes it the only attractive option in Australia for VOD direct to your TV (outside of Foxtel’s On Demand).
Now that it has some practical uses here thanks to the ability to buy/rent movies or buy TV shows online from the comfort of your loungeroom, are any of you guys going to go and make the purchase? Or are you holding out for a Netflix-like Roku box?
[Apple - Thanks Alex!]
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Comments
Hmmm, when Apple launched the Apple TV in 2007 the 40GB version sold for $299 in the US and $499 here. The Australian dollar then bought around 80 US cents, so Apple’s mark-up on top of the exchange rate was around $138.
Earlier this year they dropped the price to $229 in the US and $449 in Australia. By the Aussie dollar had strengthend to around 88 cents, so Apple’s mark-up had risen to around $190 (again, that’s after allowing for the exchange rate difference).
Clearly the cost of offering a product in the Australian market is different to the US — advertising costs are higher, as are support costs, and the customer base is smaller.
But after more that six months of pocketing a $50 bonus on each Apple TV sold, courtesy of exchange rate movements, it’s no wonder they can afford to lower the price.
For you Australia, special price …
For me the price isn’t the sticking point. The sticking point for me is my answers to these two questions:
1. Do I need it?
2. Does it have the potential to make my life easier / less busy / more enjoyable?
And the answer to both, is no.
The idea of buying / renting movies and tv shows online, seems pretty ordinary. I can just walk to the video shop and rent a DVD and get some exercise at the same time.