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Apple Getting Ready to Roll Out 4K-Capable Apple TV: Bloomberg

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According to new reports, Apple is finally getting ready to release a new Apple TV device capable of streaming 4K content. It’s a move that will finally bring Apple’s streaming device up to speed with the 4K-capable Chromecast Ultra, new Roku products, the Amazon Fire TV, and nearly every other competitor in the market.

Bloomberg reports Apple could launch its fifth-generation Apple TV as soon as this year, with support for “more vivid colors.” That improvement in color reproduction could be related to high dynamic range (HDR), a feature that is becoming popular on consumer 4K TVs.

Interestingly, the report suggests the new device isn’t going to be very exciting at all. Here’s Bloomberg:

Apple has essentially settled for turning the television set into a giant iPhone: a cluster of apps with a store. ‘That’s not what I signed up for,’ says one of the people, who requested anonymity to talk freely about internal company matters. ‘I signed up for revolutionary. We got evolutionary.’

The report suggests that Apple hasn’t revolutionized the Apple TV for a number of reasons. It describes Apple’s “handcuffs” to large profit margins that have prevented Apple from exciting new hardware, and tells the story of failed deals to bring Apple’s own streaming TV, or even cable TV, option to the box.

The October 2015 update of the Apple TV to the fourth generation added the A8 processor, Siri search, and the ability for the device to run apps rather than rely on pre-installed services. Apple released tvOS 10 in September 2016 for the $149 USD device.

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  • youreallyhavenoclue

    Would many people with a 4K smart tv use this? I love the apple tv for making our dumb tv ‘smart’, but with a 4k smart tv I don’t see why I would use an apple tv as our current TV already has android TV which has pretty much all of the functionality (aside from airplay) built into the set already.

    I would love to see Apple partner with a TV company to have TVos as the built in operating system…actually, no wait, I bought an Android TV specifically so I could sideload apps and plug in a USB with 4K movies on it and play it. A locked down TVos TV doesn’t sound that great.

  • Jake

    I would love a 4k apple tv. Currently I have to switch to the built in Netflix app on my tv when I watch Netflix original shows to watch them in full quality….. then switch back to the apple tv for their 1080p content (the apple tv upscales 1080p content to 4k better than the built in tv app on my 4k tv.

  • Aleks Oniszczak

    I wonder what the “real” Apple TV would have been:

    “According to a new report from Recode, Steve Jobs was focused on changing another industry right before he died: The television. No, not like the Apple TV we have today, but instead, an actual TV set.

    “I think we figured out a way to do it, and it’s going to be fantastic,” Jobs told Mossberg, and invited him to see what he was working on.

    But Jobs died less than two months later. And to this date Apple has only taken tentative steps into the TV industry.”

  • iFone

    I second that. I noticed watching 1080p content on the Apple TV on my new 4K HDR TV is much better than the built in one. Also, Apple TV is much more fluid and better to surf around that the TV smart apps. My TV is Samsung with Tizen.

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