Apple Is Planning a 4K Upgrade For Its TV Box (bloomberg.com)

Apple is planning to unveil an upgraded Apple TV set-top box that can stream 4K video and highlight live television content such as news and sports. Bloomberg reports: The updated box, to be revealed alongside new iPhone and Apple Watch models at an event in September, will run a faster processor capable of streaming the higher-resolution 4K content, said the people, who asked not to be identified because the plans aren't yet public. The 4K designation is a quality standard that showcases content at twice the resolution of 1080P high-definition video, meaning the clarity is often better for the viewer. Apple is also testing an updated version of its TV app, which first launched in 2016, that can aggregate programming from apps that already offer live streaming. Apple is seeking to revive its video ambitions with the new product. In order to view 4K video, users will need to attach the updated Apple TV to a screen capable of showing the higher-resolution footage. In order to play 4K and HDR content, Apple will need deals with content makers that can provide video in those formats. The Cupertino, California-based technology giant has begun discussions with movie studios about supplying 4K versions of movies via iTunes, according to people familiar with the talks. The company has also discussed its 4K video ambitions with content companies that already have apps on Apple TV, another person said. Popular video apps on the Apple TV that support 4K on other platforms include Vevo and Netflix.

Comments

Re:Kind of late to the party Apple

[Paradise Pete]

What hype? It's merely stating the fact. It's still news, even if they should have done it last time (and they should have).

Re:Kind of late to the party Apple

[mccalli]

Apple. Proudly going out of business for over 40 years.

Trying to catch a lost opportunity

[bfwebster]

I'm actually a fan of Apple TV; we have one hooked up to our family room TV (55", a/v receiver, 3' speakers, subwoofer literally the size of a steamer trunk) as well as one hooked up to our bedroom TV upstairs. And yet as I sit here at the dinner table on my laptop (we have one of the family room/dining area/kitchen open rooms), I'm listening to streaming music from...our Amazon Echo. Why? Because when I came downstairs to feed the dogs, all I had to say was "Alexa, play my 'Mornings' playlist", and it did. No remote to fumble with, no checking to be sure I was in the right 'spot' in the Apple TV menu to play a playlist.

Apple blew it by not releasing a hands-free, voice-activated Apple TV a year ago. 4K doesn't wow me; I have no plans to run out and buy a 4K tv any time soon. What I want is better and more functionality, and in particular true voice activated functionality.

Anyone want to predict what actual Apple HomePod sales end up being?