Apple TV 4K Coming on September 22

Oscar Cross
September 13, 2017

The iPhone accounts for nearly two-thirds of total sales, and it's a hub for most of Apple's other products and services.

Apple has some catching up to do in the streaming wars, and today's announcement of the latest Apple TV firmly positions it as. a way to watch 4K videos through iTunes. The new Apple TV 4K also comes with HDR 10 for a better viewing experience.

The company unveiled a new Apple TV on Tuesday morning that features an improved picture quality with 4K for higher resolution videos and high-dynamic range for a wider range of colors. It starts at $179, versus $149 for the current model. According to Eddy Cue's presentation during the keynote, the new Apple TV will be available for ordering on September 15th and will ship on September 22nd.

The Apple TV 4K features a faster processor to handle the higher-resolution video. But it has so far struggled to make a big impact.

Apple just announced a new Apple TV that will stream video in ultra-sharp 4K resolution

Yes, everything in the above list can be provided by alternative services, from Google Play Movies to Google Cast and IFTTT, but for those already invested in the Apple ecosystem the Apple TV is a pretty neat package. Apple has pledged to invest $1 billion in original video. The tvOS platform has been revised from the ground up with an emphasis on 4K HDR content, and get this, all the Ultra HD movies from the "large Hollywood studios" will be available for the same prices as their regular HD counterparts. In order to address the content issue, Apple needed to release a 4K Apple TV first to compete with Roku, Amazon, and Nvidia, all of which have 4K-capable set-top boxes.

Apple has brought in nice little touches for avid Apple TV users.

Apple iPhones and Apple Watch Series 3 are not just the only hardware products that the Cupertino giant has announced on its big day. The support for both HDR10 and Dolby Vision is a welcome addition - as this opens up the device to a wider array of movies.

Australia and Canada are expected to gain access to the TV app later this month, with expansion to France, Germany, Norway, Sweden and the United Kingdom later this year.


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