Retailers Inc. and Best Buy Co. Inc. this week price cut Apple Inc.’s Apple TV by 10 percent in a signal the company may sell a new version of the product soon.

This week the Apple TV 2010 model holds a discount price of $89.99, down from the $99.99 MSRP.

The hardware allows users to stream content from Apple or via third-party applications like Netflix, YouTube, MLB TV and NBA TV.

Apple TV launched in 2007 as a TV content device that utilized a hard drive and required a computer to stream content from.

The latest model, released in Sept. 2010, sells as a stand-alone device without a hard drive to offer high-definition movies and TV to buy or rent, and music streaming options.

New features for Apple TV include functionality with iCloud to access purchased Apple TV content on other devices and iTunes Match to access iTunes content from Apple TV.

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