HT202157: About Apple TV (2nd and 3rd generation) software updates
Learn about About Apple TV (2nd and 3rd generation) software updates
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Dec 31, 2013 4:53 AM in response to muemuellerby Winston Churchill,Welcome to the Apple Community muemueller
Apple doesn't supply the cable because only a handful of people ever need one and of those that do the vast majority will already have one.
For the overwhelming number of users who don't need or already have a cable this represents a saving when they purchase their Apple TV which of course then doesn't include the price of a cable.
For the very few users who do need to purchase a cable, they have lost nothing because they are only paying for something they would have had to pay for when they bought the Apple TV, if a cable was included in the box.