The lowest monthly plan for DirecTV Now is $35/month. That gets you the Apple TV for $105, significantly cheaper than its retail price of $179.
You can read some of the fine print below...
4K Apple TV (32 GB): Must prepay first three months of service at full price. Online orders will be shipped via FedEx ground to address provided. Allow 2-3 weeks for delivery. Offer limited to 1 per DIRECTV NOW account; 2 per shipping address. Not combinable with select offers. 4K HD not available with DIRECTV NOW.
DIRECTV NOW: Compatible device & browser req’d. Residential customers only. Avail. in the U.S. only (excludes Puerto Rico and U.S. Virgin Islands). Svc renews monthly (currently min. $35/mo.), billed to payment method on file until you cancel. Pricing, channels, features, and terms subject to change & may be modified or discontinued at any time without notice. Regional Sports & Local
Channels: Limited availability. Channels vary by package & billing region. Device may need to be in billing region in order to view.
Cancellation: View, modify or cancel at any time at directvnow.com. Once canceled you can access DIRECTV NOW through the remaining monthly period. No refunds or credits for any partial-month periods or unwatched content.
GENERAL: Limit 2 concurrent streams per account. Programming subject to blackout restrictions. Taxes may apply.