Apple recently lowered the price of the Apple TV from $99 to $69. That was a clear response to cheap streaming devices like the Roku 1, Chromecast, and Fire TV Stick, which all cost between $30 to $50.

According to research firm Parks Associates, Roku devices accounted for 29% of U.S. streaming device sales in 2014, followed by 20% for Chromecast and 17% for Apple TV. However, Roku and Apple TV's market shares both declined year over year after Amazon and Google entered the market.

Apple was originally rumored to launch a redesigned Apple TV last year, but the upgrade was delayed due to stalled negotiations with content providers. Therefore, the HBO deal could encourage content providers to get on board and pave the way for the launch of a new Apple TV. Apple doesn't report Apple TV sales figures quarterly, but CEO Tim Cook announced at the "Spring Forward" even that Apple has sold 25 million units to date. Compare that to last April when Cook said 20 million units had been sold so far, and May 2013 when the running total was 13 million units.

From the article "HBO Now on Apple TV: A Win-Win Deal for Apple Inc. and Time Warner Inc.?" by Leo Sun.

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