Apple is expected to unveil the latest generation of Apple TV featuring UltraHD/4k and HDR during its September 12 media event, according to US reports.
Apple has not yet confirmed the date nor the subject of its presentation, but insiders believe that alongside the new iPhone 8 and Apple Watch, a new generation of Apple TV will be showcased.
An update of Apple TV was anticipated for a long time, as the device is losing marketshare without 4K support.
Earlier this month, Apple announced it was putting $1 billion into content for its TV product, after hiring industry veterans Jamie Erlicht and Zack Van Amburg to develop original content.
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.
