Today at the Steve Jobs Theater in Cupertino, Apple unveiled its upcoming products to an excited crowd. The lineup of gadgets included a new Apple Watch, three new iPhones, and the new Apple TV 4K. Apple touted the new TV 4K as having the “greatest image quality ever.” To illustrate that fact, they connected one to a 4K HDR cinema projector and showed the audience a few clips, as well as highlighting the new 4K interface.

Any HD content you’ve already purchased will be automatically upgraded to 4K HDR at no additional charge.

Apple designed its new product around two (not so recent) advancements in image technology: 4K and HDR (High Dynamic Range). “4K isn’t everything,” teased Eddie Cue, Senior VP and speaker at today’s event. After making this claim, he showed the audience a split screen image of a hummingbird—the left side in 4K and the right in 4K HDR, with a noticeable difference in image quality. Apple TV 4K is capable of producing these images since it supports Dolbyvision and HDR 10, two industry standard HDR platforms.

Appletv4k

The heart of Apple TV 4K is the powerful A10X fusion chip, the same chip used in the Apple iPad Pro. CPU performance for the Apple TV 4K is two times faster than the previous version, while graphics are more than four times faster. Apple has been working in conjunction with large movie studios and streaming services such as Netflix and Amazon Prime to provide 4K content. The good news is that all of the 4K content available in iTunes will remain at the same price point as regular HD content. Additionally, any HD content you’ve already purchased will be automatically upgraded to 4K HDR at no additional charge.

Apple TV 4K is available in two configurations:

32GB - $179
64GB - $199

Pre-order is September 15th, with a ship date of September 22nd.

apple tv 4k
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