Apple is bringing live sports to the Apple TV 4K

Steve T-S on Twitter:

Apple used its event at the Steve Jobs Theater in Cupertino Tuesday to introduce the Apple TV 4K, a next-gen video streamer that supports 4K resolution as well as HDR 10 and Dolby Vision. The announcement came as Apple said it's bringing 4K and HDR content to the Apple TV. Apple also explained that if you've purchased eligible movies in HD, they'll automatically be upgraded to 4K HDR for free. The new Apple TV 4K will be available on September 22 starting at $179 with pre-orders beginning September 15.

People who buy the Apple TV 4K will only get the maximum resolution if they're watching 4K video content on a 4K-compatible TV or equivalent monitor or screen.

Indeed, Apple claims it is twice as fast, with four times the graphical processing power. Orders ship on September 22. The set-top box has support for both 4K and High Dynamic Range. Whether you're watching it on the latest OLED 4K set or an older 1080p set, the new Apple TV promises to transform the home theatre experience when it launches later this month. You can also get the non-4K Apple TV for the usual $US150 ($187). Apple also previewed deeper integration of live TV, allowing users to navigate between live news and sports streams via the company's new TV app.

The Apple TV 4K 32GB variant will be priced at $180 whereas the 64GB variant will feature a price tag of $200.

The Apple TV makes up just one part of Apple's ever-widening TV and movie strategy. Presumably, 4K video will start to show up in iTunes and on the Apple TV around the same time.

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The price of the previous-generation Apple TV box falls to $149 for 32GB of storage.

Apple themselves are also investing $1 billion into creating up to ten original shows, that rival the quality of Amazon and Netflix. It all runs on the genuine version of the Apple TV software, tvOS 11.

This year we got a single sign-on mode, plus (for US users) a global search tool to help you find any programme you want.

Apple has recently started putting 4K/HDR content on iTunes, and more is coming.

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