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Apple has unveiled a much-anticipated upgrade to its Apple TV set-top box to bring sharper picture quality and a cinematic experience home.
With support for both 4K and High Dynamic Range (HDR), Apple TV 4K would enable movies and TV shows to be played at 4K Ultra HD resolution with sharp and crisp images.
While 4K brings four times as many pixels as HD, the HDR adds high dynamic range, enhancing the picture quality.
Apple CEO Tim Cook said TV is at the next major inflection point with the mainstream adoption of 4K — one that has the most stunning visuals ever.
“Each stage brought with it a more true-to-life experience, a more immersive experience,” Cook said at Apple’s first event at the new Steve Jobs Theatre on the tech giant’s new campus in Cupertino, California on Tuesday, referring to the evolution of TV content from black-and-white to colour to HD. The latest Apple TV 4K starts at ₹15,900 for 32 GB and ₹17,900 for 64 GB. It will be available from September 22 with preorders starting on September 15.
Besides 4K, Apple is embracing HDR with this latest Apple TV with support for both Dolby vision and HDR 10. This ensures users can enjoy incredible looking TV shows and movies on any HDR TV.
The Apple TV’s user interface is now optimised for 4K resolution. There is also a revamped Siri Remote included to go along with it.
Eddy Cue, Senior Vice President of Internet Software and Services, Apple, announced that major Hollywood studios will be bringing 4K movies to the iTunes Store. Also, customers who had already purchased eligible films in HD will get automatically upgraded to 4K HDR at no extra cost. “Bring the magic of the cinema straight to your living room with the new Apple TV 4K,” said Cue. “Customers will love watching stunning 4K HDR movies from an impressive catalog on iTunes, while also getting automatic upgrades of 4K HDR movies already in their iTunes library and enjoying 4K content on services like Netflix and Amazon Prime Video, coming soon.”
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