Planning To announce Upgraded Apple TV Set-top Box
It is planned by apple to announce Apple TV set-top box which is able to stream highlight live television content like news and sports according to the requirements of people and 4K video. It is expected that the updated box will be displayed along with new Apple watch and iPhone models in September. It will be available with a faster processor which can stream the high-resolution 4K content but these plans are not open to the public. The 4K designation provides the video content twice the resolution of 1080P high-definition video which reveals the excellent quality. It means, it promises better clarity for the viewer. An updated version of TV app of Apple is also tested by it, whose launching took place in 2016.
Apple is availing its video ambitions with the new product. According to a survey from Park associates, at the end of March, the devices from Alphabet Inc.’s Google and Roku Inc., Amazon.com Inc are followed by Apple TV in U.S. set-top boxes having the market share of only 15 percent. It is told by Apple Chief Financial Officer Luca Maestri to Bloomberg News that there is the decline in the sales of Apple TV year over year. In developing scripted shows and other video content Netflix Inc. and Amazon are lagging behind by the iPhone maker.
The screen which can display the higher-resolution footage is required to get attached with updated Apple TV for viewing the 4K video. The 4K output is offered by many current TV models like Samsung Electronics Co, Sony Corp and LG Electronics Inc. The new box will play content for TVs supporting High Dynamic Range (HDR) video for providing the brighter picture and accurate colours. According to the report of Bloomberg in February, the testing process had been carried out for 4K Apple TV model.
Playing 4K and HDR Content
Apple itself has its own content on which it has been working. The video series has rolled out by the company to its Apple Music service which comprises Carpool Karaoke and Planet of the apps. According to the report of Bloomberg earlier this month, for creating original video content, it is planned by the Apple to invest an additional $1 billion.
In January, for fire TV set-top box, Amazon’s Former Chief i.e. Timothy Twerdhal has recruited by the company for running the business of apple TV box. In June, for promoting the video programming efforts of the company, it had hired former Sony Pictures Television Presidents i.e. Zack Van Amburg and Jamie Erlicht.
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