Apple today announced a major update to the Apple TV, which it has dubbed “Take 2,” and also announced that it will be lowering the price of the Apple TV from $299 to $229. The new update adds support for direct purchasing and renting of media from the iTunes Store — eliminating the need for a computer — and also features a new interface, which Apple CEO Steve Jobs said is “centered around the movie rental interface.” The update will also add support for the viewing photos from Flickr or .Mac, and for automatic syncing of content purchased on the Apple TV back to iTunes on a computer. “With the new Apple TV and iTunes Movie Rentals, movie lovers can rent DVD-quality or stunning HD movies from their couch with just a click of a button,” said Steve Jobs, Apple’s CEO. “No more driving to the video store or waiting for DVDs to arrive in the mail.” The update will be available in two weeks, and will be free to all current Apple TV owners.
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