Alongside the hardware changes, there have been a number of software changes to the Apple TV, which will run on the new tvOS 11 and use the new TV app. But it won't charge more - the 4K movies will cost as much as HD video. "The CPU performance is more than twcise as fast as the current Apple TV and graphics are more than four times faster".
Now Apple has joined the fray with a device that looks like the older version, but with a faster processor and 4K HDR video support. The movies support HDR for better color quality. Also, the previous purchases will be automatically upgraded to 4K HDR as well. You'll be able to control elements of your smart home, including the upcoming Apple HomePod. It is priced at a premium over the existing HD Apple TV model because it supports both ultra high resolution video and high dynamic range.
But it's not clear the forthcoming Apple TV 4K will really move the needle for the company in the category, where it has trailed rivals like Roku, Amazon's Fire TV and Google'sChromecast.
Apple is counting on iTunes to help sales of Apple TV 4K (and vice versa).
The user interface got a reboot, and there's a new Siri remote. Preorders for the new device start September 15th and it will be available from September 22nd.
Apple appears to have involved a number of global content providers as part of the rollout of the TV app, including many that don't yet take advantage of the single-sign-on capabilities that many USA providers do. The TV app is also expanding to include Australia and Canada this month and France, Germany, Norway, Sweden, and the United Kingdom later this year. If Apple becomes a 4K powerhouse, it means more studios might align with the store and release more content through the Cupertino company than other streaming services - or even by skipping the theater.