by Jason Snell
Bloomberg: 4K Apple TV will be announced in September
Mark Gurman’s got confirmation of the 4K Apple TV:
Apple is planning to unveil a renewed focus on the living room with an upgraded Apple TV set-top box that can stream 4K video and highlight live television content such as news and sports, according to people familiar with the matter… 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 Apple TV is an okay device—I use it a lot and I find it functional but often frustrating—but it’s in a market with many cheaper devices that are as good or better. Apple needs to be more aggressive with Apple TV pricing, which hopefully would come alongside the introduction of a high-end model. I’m exciting about Apple embracing 4K and HDR video, though—presumably it will start offering 4K/HDR movies on iTunes as well as allowing apps such as Netflix and Amazon Video to play 4K video.