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4K and HDR may not be enough for Apple TV to win the living room
It’s time for the latest rumors about the Apple TV–the set-top box that we love to be “meh” about. A report from Bloomberg suggests that Apple is at work on a new revision of the device, which will bring support for 4K (Ultra High Definition or UHD) video as well as a feature with “more vivid colors,” which is probably something related to High Dynamic Range (HDR).
But is this too little too late for the Apple TV? While the set-top box probably does fine by Apple’s standards, it’s hardly the kind of category-defining product that we’ve seen even the Apple Watch or iPad be, much less aspiring to the heights of the iPhone. Historically, Apple’s TV attempts have always been a bit on the lackluster side, and these latest rumors don’t do much to change that perception.