At Apple's Spring Forward event earlier this month, Tim Cook reveal the price cut, and a deal with HBO, saying: 'Apple TV will reinvent the way you watch television - and this is just the beginning,' said the chief executive.

The news follows Apple's partnership with HBO, announced at its Watch event earlier this year.

Called HBO Now, the on-demand service is launching exclusively on Apple devices next month and this is said to be a 'taster' for what's to come later this year.