Apple is expected to host a launch event next month, and on top of announcing new 2017 iPhones, it looks like the company could be unveiling other new products too. Bloomberg recently reported that Apple might unveil new 4K Apple TV alongside new iPhone and Apple Watch Models at its event in September.
We’ve seen references to a 4K Apple TV in Apple’s firmware for other products. It appeared in the HomePod’s firmware earlier this month, and was also discovered in iOS 11 beta 7 as well. According to Bloomberg, on top of a new 4K resolution, the upcoming Apple TV will also sport a faster processor.
But what good is a 4K set top box when it doesn’t have 4K content to play? Bloomberg also reports that Apple has “begun discussions with movie studios about supplying 4K versions of movies via iTunes”.
The Apple TV has been around for years now, however, sales hasn’t been doing well at all. Bloomberg News reported earlier this year that the sales for Apple TV have declined year-over-year in the 2016 holiday quarter. A recent survey in the U.S. also found that the Apple TV lacks behind other set-top boxes like Roku, Amazon, and Google, with only 15% market share. Hopefully, this upgrade could bump up sales a little.
At the end of the day, it all still boils down to the price point. Current Apple TV starts from RM879, way more expensive than other products such as the RM189 Google Chromecast and even the RM349 Xiaomi Mi Box.