Apple CEO Tim Cook said on Monday during his company’s San Francisco press conference that the Apple TV is now just $69.

That’s a big drop from the standard price of $99, and it’s Apple’s move to try to attract even more consumers to the device. So far, however, Apple has already sold 25 million units, which is pretty impressive. The announcement followed news of Apple’s new partnership with HBO, in which HBO will offer its new streaming service, free of any cable subscription, to Apple product owners at $14.99 per month.

The Apple Store is still down but we suspect the new price will be reflected immediately when it launches. Sadly, still no news of a new Apple TV.