Apple TV Adding 4K, HDR Capability

12 Sep, 2017 By: Erik Gruenwedel

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Ahead of the iPhone X announcement, Apple Sept. 12 said it is adding 4K resolution and high dynamic range enhanced optics to the Apple TV streaming media device, beginning Sept. 22. Preorders begin Sept. 15, with the 32GB Apple TV 4K priced at $179, and $199 for the 64GB device.

CEO Tim Cook, addressing attendees at the “Apple Special Event” for the first time at the Steve Jobs Theater in Cupertino, Calif., characterized inclusion of 4K as an “inflection point” in TV viewing. Interestingly, the Apple TV 4K device is catching up to 4K streaming media devices from Roku, Google Chrome and Amazon.

Technically speaking, Apple TV 4K includes an A10X Fusion processor, which is currently available in the iPad Pro, resulting in speeds twice as fast as the previous Apple TV.  

Eddy Cue, SVP of Internet software and services, said Apple is working with studios (20th Century Fox, Lionsgate, Paramount Pictures, Universal Pictures, Warner Bros. and Sony Pictures) to bring their 4K movies to iTunes at the same price as standard HD. Netflix 4K content will be available at launch, with Amazon Prime Video 4K content coming to Apple TV later this year.

Cue said iTunes consumers would be able to upgrade cloud-based movies to 4K HDR at no additional charge.

Separately, Apple is bringing live sports and news to the Apple TV app, which includes updates on scores, time remaining in close games, and notifications of games on ESPN and other networks, among other features.

“Sports in a TV app is a game changer for sports fans,” Cue said.

 

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