Apple has officially unveiled its second new product of the day at the recent event, following the launch of the latest Apple Watch. This time, it's the brand-new Apple TV, which has been highly anticipated and aligns with earlier rumors.
The standout feature of this updated Apple TV is its support for 4K resolution and HDR (High Dynamic Range) technology, offering a more immersive and vivid viewing experience. Powered by the A10X Fusion chip, the device delivers at least twice the performance of its predecessor in both CPU and GPU capabilities. This makes it not only faster but also more capable of handling high-quality content smoothly.
Apple also emphasized its commitment to expanding content libraries, including exclusive partnerships with Hollywood studios. New 4K movies will be available immediately upon release, and live sports broadcasts will now be offered in HD as well. Additionally, users who have previously purchased HD content will automatically get the 4K version upgrade when they switch to the new Apple TV — a great incentive for existing customers.
Beyond movies, the new Apple TV is also focusing on gaming. The redesigned Siri Remote supports more motion-based games, making it more interactive and fun for families. Apple clearly aims to position the Apple TV as a central hub for entertainment in the home, combining media, games, and more into one seamless experience.
While the new Apple TV won’t be available in China at launch, it will go on sale globally on September 22. Pre-orders will open on September 15. The standard model starts at $149 (32GB), while the 4K version comes in two storage options: $179 (32GB) and $199 (64GB).
The device also includes enhanced features like improved voice control through the updated Siri remote and better integration with other Apple devices. With these upgrades, Apple continues to push the boundaries of what a streaming box can do, making it a compelling choice for tech-savvy households.
Here are some images of the new Apple TV:
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