Why anyone would invest in more Apple TV storage, I don't know, and Apple has never properly explained why that's even an option. The old Apple TV was starting to look a little fuddy-duddy. This advancement in picture quality will look attractive on the larger 4K compatible TV screens we're all dying to have. It is good to see Apple working on its video offering since its been pretty bland lately. What do you think of the Apple TV 4K?
Apple is hosting the fall 2017 product launches at its new headquarters campus in Cupertino, Calif., in the first event held in the Steve Jobs Theater.
Despite speculation, loudly missing was Apple's own content.
This reveal clearly shows references to Apple TV but with mention of 4K UHD support. It supports both Dolby Vision and HDR10 standards for greater compatibility.
There are two major HDR formats now out there-HDR10 and Dolby Vision. The current Apple TV uses the A8 chip, which was launched alongside the iPhone 6 and iPhone 6 Plus in 2014, but that isn't capable of 4K video playback.
As part of its September 2017 product unveiling event, Apple finally announced a follow-up to its fourth generation Apple TV with an enhanced model.
The Apple TV also has an upgraded internal processor, the A10X, which should help it handle the higher-resolution video content as well as improved performance when playing games or running other apps.
Company's executive Eddy Cue said Apple has redesigned the user interface of Apple TV to naturally fit the 4K display.
Apple begrudgingly started to support non-Apple apps and services on the Apple TV with the launch of tvOS on the most recent 1080p Apple TV two years ago.
This year we got a single sign-on mode, plus (for US users) a global search tool to help you find any programme you want.
The black hockey-puckish case of the Apple TV has largely stayed the same over the years and this edition is no different.
The new generation of Apple TV, no-so-creatively named "Apple TV 4K", is getting a major upgrade as well.