Joe Rossignol, reporting for MacRumors back on 9 March 2015:
Apple CEO Tim Cook on Monday at the “Spring Forward” media event in San Francisco announced that Apple TV will now cost $69, discounted from its regular price of $99. The new price for the set-top box arrives on the heels of the announcement of HBO Now for Apple TV. The new price appears to apply to the third-generation Apple TV, as the company did not announce a new set-top box on stage at the Yerba Buena Center this afternoon.
Basic Apple Guy posted a short clip of Tim Cook, on stage, announcing the price reduction. Cook said:
And it’s got a very attractive entry level price of $99. But today, we would like to make it even more accessible for more people so they can take advantage of this great new content. So we are lowering the price today to $69.
The audience greeted this with whoops and cheers. (This, despite it being a smaller media event — Apple always packs the front of the house with employee ringers. Whoops are cheers are one of the things Apple is missing out on with their post-COVID pre-filmed keynotes.)
Apple continued selling the 3rd-gen Apple TV (not to be confused with “Apple TV 4K”, which restarted the generation counting in 2017 alongside the introduction of the iPhone X) for $69 until October 2016.
Inflation adjusted, a $69 Apple TV box today would cost a little under $99. Even if we only consider the $99 price in 2015 dollars, that’s about $137 in today’s dollars. Round that up to $150 and it would still be half the price of the only Apple TV hardware Apple now sells: this week’s new 4th-gen Apple TV 4K.
The new Siri Remote, with precision Find My support (and a speaker), is compatible with all prior generations of Apple TV 4K. So if you just want the new remote you can just buy the new remote. But it costs $59, which is almost as much as an entire Apple TV (with remote, of course) did in 2015.