Kurt Scherf, an analyst with the market-research group Parks Associates, said requiring consumers to buy yet another box for the living room "is a real inhibitor."
And although he praised Apple's decision to lower the price of the device itself, he had doubts about TV rentals for 99 cents.

"Part of me is still wondering if that is too rich for a consumer to pay, given all the other options that are out there to consume and catch up on TV shows that don't cost a thing," he said.

From the article, "Apple unveils new TV box for renting movies, shows" by Jessica Mintz and Jordan Roberson

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