Roku Announces Price Drops On Most Items

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If you were looking at a Roku box but were waiting because you wanted to see the price come down, then congratulate yourself on your foresight, because the prices have indeed dropped on Roku’s biggest models.

The Roku HD Box is now selling at $69, whilst the HD-XR not only saw its price drop to $99, but also comes with 1080p support. Assuming you don’t have an HDTV and thus don’t care a fig for high-definition, the Roku SD box will also be available at a downright frugal $59.

Great news by itself, but it’s the why behind the whole deal that really gets your eyebrow a-archin’…see, Roku’s been enjoying the catbird seat for some time, but with Apple looking to get in with its Apple TV line, that’s going to put in some serious competition. A lot of people trust the Apple name, so Roku’s probably looking to hold some market share on price point alone.

Smart move, no mistake–but will it work? That remains to be seen.