Often relegated to the "One More Thing" slot, Apple TV grabbed the spotlight first on Monday with its biggest update in the last few years.
The first development sure to garner attention (if not more customers) is the huge price cut, slashing the set-top box's cost from $99 to $69.
The lower price makes Apple TV slightly more competitive with the likes of Amazon Fire TV, Google Chromecast and Roku, among others.
But what might really seal the deal for Apple TV is a new exclusive deal with HBO.
HBO CEO Richard Plepler took to the stage at the invite-only "Spring Forward" event at San Francisco's Yerba Buena Center for the Arts to introduce HBO Now, the long-awaited standalone streaming service that doesn't require a cable or satellite subscription.
At $14.99 per month, HBO NOW will be available exclusively in the United States on Apple TV and the App Store. The first month will be free (for a limited time) when signing up via Apple TV, iPad or iPhone.
Operating almost in the same vein as HBO Go, the cable network's existing streaming service available on any platform but with a cable subscription, the streaming channel will offer on-demand video access to HBO programming. That includes classics such as The Sopranos and Sex and the City as well as new popular titles like Veep and Game of Thrones.
The exclusivity deal with Apple is set to run for the first three months of availability.
Apple TV already counts more than 25 million users worldwide, according to Apple CEO Tim Cook, promising more changes for the platform on the way.
"This will reinvent the way you watch television," Cook predicted, "This is just beginning."
Images via Apple