Two years after Apple’s attempt to reboot its TV ambitions, the company introduced a new version of its streaming device and a signficant update to the software that powers it.
Dubbed Apple TV 4K, the new version of the gadget will support the far richer 4K HDR video standard that is slowly gaining traction among TV manufacturers and content creators. Apple said its new Apple TV will support Dolby Vision.
“Throughout the history of the TV, there’s been a few key inflection points that have transformed the way we experience television,” said Apple CEO Tim Cook in introducing the new Apple TV.
Apple has long had big ambitions for changing the way we watch TV. In 2015, the company unveiled a costly update with a new Siri-power remote. But instead of turbo-charging this segment for Apple, the company has fallen further behind rivals such as Roku, Amazon, and Google
“Apple TV 4K is incredible,” said Apple executive Eddy Cue.
The device will include a new A10X processor as well as new version of tvOS, Cue said.
More to come.