Apple will reportedly launch an unambitious 4K Apple TV

Apple TV Tim Cook

Bloomberg's sources say Apple could have future-proofed the fourth-gen version with a faster processor for streaming 4K, but didn't want to sacrifice its high margins by paying more to make the device.

"Time and again, the people say, Apple engineers have been forced to compromise on Apple's vision of revolutionizing the living room", the report says. Since none of those services are now available on Apple TV, it makes sense that Apple will also debut 4K movies and TV shows on iTunes when (and if) the new 4K-capable box hits the market. This would mean users would shout commands at the television screen instead of speaking into the Siri Remote. Another idea: letting viewers pull up previews of content by hovering on each icon (a feature now reserved for only a few of Apple's bundled apps).

The TV app attempts to address that, but only in the feeblest of terms. Code-named J105, the latest model is said to finally bring support for 4K Ultra HD resolution, as well as "more vivid colors".

The Apple TV's software is also less ambitious than originally envisioned. Apple could make some big interface changes in tvOS 11 that focus more on content than apps, and now that developers can make bigger Apple TV apps we could see more interesting games come to the platform, too.

There is also talk of the "skinny bundle" idea which swirled in the rumor mill for some time. Bloomberg's report doesn't provide any additional information on the upcoming Apple TV, but it does include a lot of context around Apple's past decisions for its TV hardware. The negotiations from both sides were not resolved and the plan was scrapped.



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