Apple Inc. has cut prices on refurbished versions of its set-top box following Google's introduction of a cheaper rival in the streaming TV market.

Apple has started to sell refurbished Apple TVs for $75 via its online store. The boxes typically sell for $99.

Google broke price barriers with its introduction of the $35 Chromecast streaming dongle on July 25. The device plugs directly into the HDMI port on a TV and streams Netflix video and more over Wi-Fi. Users can use a Chrome browser, Android or iOS device as a remote control. (See Chromecast Gives Google a Home Run.)

There's no official word on how Chromecast sales are fairing yet. The early indications, however, appear to indicate that the product is a hit.

If Apple is keeping a wary eye on its new streaming TV rival the same is likely also true of the cable companies. Many commentators are already wondering how many new cord-cutters could be empowered by Google's little dongles.

— Dan Jones, Site Editor, Light Reading Mobile