Apple has (finally) introduced the new Apple TV 4K with support for both 4K and High Dynamic Range (HDR).
With Apple TV 4K, viewers can enjoy a growing selection of 4K HDR movies on iTunes. iTunes users will get automatic upgrades of HD titles in their existing iTunes library to 4K HDR versions when they become available. Apple TV 4K will also offer 4K HDR content from video services, including Netflix and Amazon Prime Video, coming soon.
“Bring the magic of the cinema straight to your living room with the new Apple TV 4K,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “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.”
Apple TV 4K is built on the A10X Fusion chip — the same chip that powers iPad Pro, and supports both Dolby Vision and HDR10.
Later this year, the Apple TV app is making it easier than ever to watch and get updates about live sports just by saying “Watch the Warriors game” or “What’s the score of the Cubs game?” to Siri. Sports fans in the US will be able to track their favourite teams and get on-screen notifications whenever they are playing, as well as see all the teams, leagues and sporting events currently playing through a dedicated Sports tab.
The TV app will expand to seven countries by the end of the year, starting this month, the TV app will be available in Australia and Canada, in addition to the US. And, by the end of the year, it will expand to France, Germany, Norway, Sweden and the UK.
Apple TV 4K starts at €199 for 32GB or €219 for 64GB, joining Apple TV (4th generation) 32GB at €159, available from Apple.com and Apple Stores, as well as through select Apple Authorised Resellers and carriers (prices may vary). Customers will be able to order both Apple TV 4K models beginning Friday, September 15, with availability beginning Friday, September 22.
Price of the Apple TV remains a competitive liability, according to IHS Markit: “The launch of the prior fourth-generation Apple TV did not generate the positive momentum needed to overtake the competition, with Apple’s current price positioning a competitive liability. Globally, Apple TV remains behind in shipments, facing steep competitive pressure in North America from Roku, Google, and Amazon, and globally from Google (with Roku and Amazon in select markets).
“The caveat is the fourth/fifth generation Apple TVs’ collective differentiator – gaming. However, gaming as an added-value proposition with the prior model has not generated sufficient consumer response at the $149-199 price tiers to substantially advance the brand’s competitive position in the streaming video device market. Therefore, it is unlikely, with a new three-product lineup continuing to span $149-199, that the addition of 4K and HDR will motivate enough consumers to change Apple’s competitive standing.
“This pricing-induced status quo is expected to be reinforced by competitors’ further drops in 4K streaming device pricing and new product introductions over the next several quarters. As a bellwether, gray-market generic Android set-top boxes capable of 4K at 60 fps are already less than $40 in China. 4K resolution rapidly has become table stakes, even for low-cost manufacturers and SoC providers. Competition and falling costs are expected to steadily whittle down the price premium able to be charged for 4K over the next year.”
