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Apple TV

Roku cuts price on top streaming player to counter Apple TV

Emboldened by a successful IPO, Roku is reducing the price on the next generation of its best video streaming player in an attempt to fend off competitive threats from Apple and Amazon.

The latest Roku Ultra player announced Monday will sell for $100. That's a 23 percent decrease from the Roku Ultra released last year, a device that had been selling for $130 until a recent clearance sale.

Roku is also upgrading an array of other streaming devices, priced from $29 to $70, less than week after completing an initial public offering of stock that raised $219 million for the Los Gatos, California, company. In vote of confidence, Roku's stock has already nearly doubled from its...

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