CUPERTINO, Calif., Sept. 2 (UPI) -- U.S. technical giant Apple shifted its direction in its foray into television, introducing a $99 device that will stream shows commercial-free to viewers.

The new media receiver has no internal hard drive, which separates it from Apple's previous efforts to merge computers and television sets, Computer World reported Thursday.

As such, the price is a more palatable $99, compared to the Apple TV, which cost $299, The Wall Street Journal reported.

Apple Chief Executive Officer Steve Jobs said consumers, "won't want to manage storage. And they don't want to sync to their computer. It's too complicated."

The new device relies on streaming 99-cent rentals with the first offering being shows from Fox, ABC, ABC Family and Disney Channel that would be available the day after they air on television.

Netflix movies would also be available with different fees, the Journal reported.

Within hours of the announcement, rival Amazon.com said it would match Apple's price on a selection that includes 260 television shows.

Amazon's deal involved buying, rather than renting the shows, The Washington Post reported.

.