Despite launching a souped-up Apple TV, which promised to change how we watched television, a little over a year ago, Apple is lagging behind in the set-top box stakes.
Amazon, Roku and now Google with the Chromecast Ultra, have 4K streaming solutions, whereas the 4th-gen Apple TV can only handle 1080p HD content making it a tough sell for those upgrading their home entertainment set-up.
Well that might be about to change soon, given Apple is retiring the old campaigner, the 3rd-gen Apple TV with the simple silver remote.
Rumours throughout 2016 have suggested Apple will indeed launch a 4K capable Apple TV, that would double up as Siri-powered Amazon Echo-like device.
During a recent earnings call, Apple CEO Tim Cook revealed the company has “something bigger” planned for the Apple TV ecosystem.
“I don’t want to be more precise than that but you shouldn’t look at what’s there today and think we’ve done what we want to do. We’ve built a foundation that we can do something bigger off of,” he said.
Perhaps we’ll see that bigger device unveiled alongside the rumoured MacBook Pro refresh at some point this month?
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