Apple has lowered the price of its streaming box Apple TV from £79 to £59 at its Spring Forward Event in Cupertino, California.
Also announced was a partnership with HBO for a new cable-free streaming service available exclusively on Apple devices. HBO Now was introduced by HBO CEO Richard Pepler and will be available in April for $14.99 per month.
Shows available through HBO Now include Sex and the City, Silicon Valley and the popular Game of Thrones, for which Pepler debuted the new trailer.
"If you don't have one yet, then now's the time," said Apple CEO Tim Cook about the Apple TV device, adding: "Apple TV will reinvent the way you watch television and this is only the beginning."
There will be a 30-day free trial for people subscribing to HBO Now through an Apple device.
Alongside Apple TV's price drop the firm also unveiled a new 12-inch MacBook and revealed further details for its Apple Watch.