PRESS RELEASE 01 September 2010

Apple Premieres New Apple TV for Breakthrough Price of €119

Rent Commercial Free HD TV Episodes for Just 99 Cents*

SAN FRANCISCO — September 1st, 2010 — Apple today announced the new Apple TV which offers the simplest way to watch your favourite HD films and TV programmes on your HD TV for the breakthrough price of just €119. Apple TV users can choose from the largest online selection of HD films to rent, including first run movies for just €4.99, and the largest online selection of HD TV programme episodes to rent* from ABC, ABC Family, Fox, Disney Channel and BBC America for just 99 cents.
Apple TV also streams content from Netflix, YouTube, Flickr and MobileMe, as well as music, photos and videos from PCs and Macs to your HD TV. Enjoy gorgeous slideshows of your photos on your HD TV using Apple TV’s selection of built-in slideshows. Apple TV has built-in HDMI, Wi-Fi, Ethernet and an internal power supply for easy set-up, and features silent, cool, very low power operation in an enclosure that’s less than four inches square — 80 per cent smaller than the previous generation.
“The new Apple TV, paired with the largest selection of online HD film and TV programme rentals, lets users watch Hollywood content on their HD TV whenever they want”, said Steve Jobs, Apple’s CEO. “This tiny, silent box costing just €119 lets users watch thousands of HD films and TV programmes, and makes all of their music, photos and videos effortlessly available on their home entertainment system”.
Apple TV users can now rent thousands of advert-free, HD TV episodes on iTunes for just 99 cents, with up to 30 days to start watching and then 48 hours to finish — or watch multiple times. Users can also rent over 7,000 films with over 3,400 available in HD, with most new releases available the same day they are released on DVD.
Apple TV also gives access to the Netflix streaming catalogue for Netflix subscribers, and the ability to browse and search, rate content, add to or remove from your queue, or instantly stream straight to your HD TV. Apple TV users can also enjoy millions of YouTube videos, more than 200,000 podcasts, 4,000 Internet radio stations, and personal photos from MobileMe and Flickr with several gorgeous new slideshow themes. Music, videos and photos can also be streamed from PCs and Macs, turning your HD TV into the hub of your home entertainment system.
Apple TV set-up is quick and easy with a single HDMI cable connection (HDMI cable sold separately). Just connect Apple TV to your HD TV, join a Wi-Fi network and with a few clicks on the seven-button aluminium Apple Remote, you have access to amazing content. Users can also control Apple TV with their iPhone, iPad or iPod touch using the Remote app, available as a free download on the App Store.
Pricing & Availability
Apple TV will be available late this month for a suggested retail price of €119 inc VAT (includes approximately €31 VAT, duty and levies**) and can be pre-ordered beginning today on Apple’s online store (www.apple.com/ie). Apple TV, which comes standard with an aluminium Apple Remote, will be available through the Apple’s online store, Apple’s retail stores and Apples Resellers. Apple TV requires an 802.11b/g/n wireless network or Ethernet network, a broadband Internet connection and a high definition TV capable of 720p. iTunes TV show rentals and Netflix are only available in the US. Netflix features require account subscription. iTunes movies rentals are only available in the US, Australia, Canada, France, Germany, Ireland, New Zealand and the United Kingdom.
*99 cent HD TV rentals only available in the US.
**VAT, duty and levies may vary over time.
Press Contact:
Adam Howorth
Apple
howorth.a@apple.com
+44 20 7184 1202

Sarah O'Brien
Apple
obrien_s@apple.com
+44 20 7184 1477
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