updated 11:37 am EDT, Tue August 12, 2014
Likely attempt to revive sales
In tandem with the upcoming iTunes Festival in London, Apple has announced a promotion that will get buyers of new Apple TVs a $25 iTunes gift card. The deal runs through September 30th, the end of the festival. The card can be used to buy apps, music, movies, TV shows, and books.
A similar promotion ran in February. There was some speculation at the time that Apple was paving the way for updated Apple TV hardware, but more recent rumors have put that refresh in 2015. In any case the company may be hoping to reinvigorate Apple TV sales as it faces competition from more recent devices like the Chromecast, Roku 3, and Fire TV.