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.
As confirmed in the HomePod's firmware, the new Apple TV is said to support High Dynamic Range (HDR) video for more accurate colors and a brighter picture.
Additionally, Apple is reportedly in discussions with movie studios about supplying 4K versions of their films via iTunes. We've already seen hints of this in user's iTunes purchase history. Apple has also discussed its 4K video plans with companies who have popular apps for the device including Vevo and Netflix.
Bloomberg notes that Apple has made some key hires to help it overhaul its living room strategy.
In January, the company recruited Timothy Twerdhal, Amazon’s former chief for its Fire TV set-top box, to run the Apple TV box business. In June, the company hired Jamie Erlicht and Zack Van Amburg, former Sony Pictures Television presidents, to head up its video programming efforts.
This fall looks to be an exciting one for Apple fans with Apple planning to release three new iPhone models, a new Apple Watch with LTE support, a HomePod smart speaker, a 4K Apple TV, and new iMac for professionals. Please follow iClarified on Twitter, Facebook, Google+, or RSS for updates.