Apple Unveils Apple TV 4K With HDR Support And Native Siri…

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The Apple TV's new capabilities are powered by an A10X Fusion chip, the same chip that powers the iPad Pro.

Apple is also stepping up by to bring more content for their Apple TV 4K platform by partnering with movie studios.

Apple TV 4K starts at $179 and will be available September 22.

Apple also announced several content partnerships specifically for the Apple TV 4K. It's been in beta over the summer, and tvOS 11 launches alongside the new Apple TV in September - take a look at our tvOS 11 round-up for more information. 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. The Apple TV is part of the company's "Other Products" unit that accounts for just 6 percent of revenue. Apple further explained how they have renamed their stores into Townsquare and also announced revamped stores in Paris.

The new Apple TV will feature a refreshed user interface which makes it look even cleaner. That's a tremendous deal considering the upcharges for 4k content found elsewhere and is the biggest advantage the Apple 4k TV has over competition at the moment.

All iTunes purchases will be automatically upgraded to the 4K versions, meaning it won't cost you more to get better fidelity. And, the Amazon Prime Video app will be available "later this year" on Apple TV. For instance, my 2015 Sony supports HDR, but only via Android apps that run on the TV itself.

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The Apple TV can now be used to control your HomePod device. We've seen booming sales of 4K TVs as consumers keenly guzzle Ultra HD content from the likes of Netflix and Amazon Video.

But there's more! An August 2017 leak comes from the firmware on a HomePod, yup the same place we recently got a stunning iPhone 8 leak too.

The Apple TV 4K supports both HDR10 and Dolby vision, making it extremely well-rounded on the HDR front.

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The black hockey-puckish case of the Apple TV has largely stayed the same over the years and this edition is no different.