nsucurrent.com February 20, 2018

Apple introduces Apple TV 4K

13 September 2017, 12:30 | Lowell Little

Apple introduces Apple TV 4K

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

The updated box, called the Apple TV 4K, has a new processor that's twice as fast as the existing box and four times faster for graphics. Eddy Cue also used the stage to shout out that besides new 4K movies that will pop up in iTunes, current films in HD will get a boost to 4K HDR for free.

Apple will also begin providing new content in 4K HDR via iTunes, providing an easy source for consumers who want to rent or purchase TV shows and movies in the higher resolution.

Apple has upgraded its Apple TV and introduced Apple TV 4K. It runs the latest version of TV OS. Should something even newer and exciting comes along in terms of the marriage of traditional and modern content, Apple's powerful devices should be more than prepared.

Time waits for no streaming box, however, and Amazon and Google have since launched 4K-supporting streaming solutions. But in the past two years smart TVs have also improved dramatically, leading some to suggest that there's limited place for a device like the Apple TV in our Android, Tizen, and WebOS-equipped future.

Apple is also bringing live sports and TV to the Apple TV too, with support from well over 25 different services. The HDR mode has been enhanced by HDR 10 as well as Dolby Vision technology. Apple needs to redeem themselves with an affordable 4k media player if they want to compete with Roku, Chromecast and Fire TV.

In addition to 4K streaming support, Apple touted the device will also support High Dynamic Range (HDR). It will be available from September 22 and the pre-orders start from September 15. But to make that work, it will need to update the Apple TV, which hasnt seen a refersh since 2015.

Apple TV doesn't have its own display and needs to be connected to a TV. These titles will be available from the TV app, Cue said.

Apple has announced that it has partnered with various Hollywood studios like Sony Pictures, Universal, and 20th Century Fox to bring wonderful 4K content to iTunes. While most people wait much longer to buy a TV than, say, a new phone, it made sense to provide dedicated hardware to watch online content on the big screen.

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