MUMBAI: Apple has launched the new Apple TV, which offers the simplest way to watch HD movies and TV shows on an HD TV for the breakthrough price of just $99.

Apple TV users can choose from the largest online selection of HD movies to rent, including first run movies for just $4.99, and the largest online selection of HD TV show episodes to rent from ABC, ABC Family, Fox, Disney Channel and BBC America for just 99 cents.

Apple TV also streams content from Netflix, YouTube, Flickr and MobileMe, as well as music, photos and videos from PCs and Macs to your HD TV. Enjoy gorgeous slideshows of your photos on your HD TV using Apple TV’s selection of built-in slideshows. Apple TV has built-in HDMI, Wi-Fi, Ethernet and an internal power supply for easy set-up, and features silent, cool, very low power operation in an enclosure that’s less than four inches square – 80 percent smaller than the previous generation.

“The new Apple TV, paired with the largest selection of online HD movie and TV show rentals, lets users watch Hollywood content on their HD TV whenever they want. This tiny, silent box costing just $99 lets users watch thousands of HD movies and TV shows, and makes all of their music, photos and videos effortlessly available on their home entertainment system,” said Apple CEO Steve Jobs.

Apple TV users can now rent thousands of commercial free, HD TV episodes on iTunes for 99 cents, with up to 30 days to start watching and then 48 hours to finish – or watch multiple times. Users can also rent over 7,000 movies with over 3,400 available in HD, with most new releases available the same day they are released on DVD.

Apple TV also gives access to the Netflix streaming catalog for Netflix subscribers, and the ability to browse and search, rate content, add to or remove from your queue, or instantly stream straight to your HD TV.

Apple TV will be available late this month for $99.