San Francisco: Apple unveiled a smaller, cheaper version of its web-to-TV device on Wednesday, stepping up a battle with Google and Microsoft for control of the digital living room. Apple co-founder Steve Jobs also rolled out a completely overhauled lineup of iPod media players and the latest version of iTunes, with a new logo that does away with the outdated image of a CD. The new Apple TV device, which accesses content from the internet and plays it on a TV, will sell for $99. It is a quarter the size of the original, which cost $229. The 4-inch-square device allows users to rent TV shows and first-run films. Earlier models, which allowed users to only buy shows, failed to find a major audience. "Consumers are already terrified of hooking anything up to their televisions, so unless you can make it crystal clear why they should and make it super easy for them to do so, you're limiting yourself to a niche market," said Avi Greengart, research director for con