However, Apple believes that with new tvOS-powered model boasting of improved functionality, has more available apps, and is fairly regularly updated, there is no more reason to sell the aging streaming box.
While Apple hasn’t yet officially announced the end of the third-generation Apple TV, its days seem to be numbered. The company notified both its employees and education partners in an email obtained by 9to5Mac.
"Effective immediately, Apple TV (third-generation), MD/199LL/A, has reached end of life and is now discontinued," the email reads "The Apple Supply team is going to fulfill all shipable backlog."
Those who keep a close eye on Apple have probably assumed this was coming, as not only is the older model outclassed by the newer tvOS-powered model, but the third-generation Apple TV has been slowly getting harder to find. Retailers have been removing the device from store shelves, while it has been made increasingly difficult to find the product on the Apple website.
Usually when Apple discontinues a product, it makes an official announcement to notify customers, which hasn't happened yet, but this likely isn't far off.
There were also a number of new Roku models released recently, many of which feature 4K support and some of which offer HDR (High Dynamic Range) support, priced from US$ 30 and US$ 130. At its "Made by Google" event on last 4 October, Google unveiled its new 4K, HDR-capable Chromecast, which is priced at US$ 70.