Apple Is Said to Plan 4K TV Box Reveal

Apple is planning to unveil a renewed focus on the living room with an upgraded Apple TV set-top box that can stream 4K video and highlight live television content such as news and sports, according to Bloomberg, citing people familiar with the matter.

The updated box, to be revealed alongside new iPhone and Apple Watch models at an event in September, will run a faster processor capable of streaming the higher-resolution 4K content, said the people. Apple is also testing an updated version of its TV app, which first launched in 2016, that can aggregate programming from apps that already offer live streaming.

In order to view 4K video, users will need to attach the updated Apple TV to a screen capable of showing the higher-resolution footage. The new box will also be able to play content optimized for TVs capable of playing High Dynamic Range (HDR) video.

Apple is seeking to revive its video ambitions with the new product. Apple TV trails other devices in the U.S. set-top box market share with only 15 percent as of the end of March, according to a survey from Parks Associates. Apple CFO Luca Maestri told earlier this year that Apple TV sales had declined year-over-year in the 2016 holiday quarter. They also lagged behind in developing scripted shows and other video content.

At its developers conference in June, Apple Chief Executive Officer Tim Cook said “you’ll be hearing a lot more about tvOS later this year,“ referring to the Apple TV’s operating system. Cook also announced that Amazon Prime Video will be supported by the Apple TV beginning later in 2017. Apple last updated the Apple TV box in 2015 with a new remote control, an App Store and support from its Siri voice assistant. It added new software features, including the TV app, last year.

In order to play 4K and HDR content, Apple will need deals with content makers that can provide video in those formats. The company has begun discussions with movie studios about supplying 4K versions of movies via iTunes. They have also discussed their 4K video ambitions with content companies that already have apps on Apple TV.

Apple has also been working on its own content. The company has rolled out video series to its Apple Music service, including Planet of the Apps and Carpool Karaoke. Apple plans to invest an additional $1 billion in creating original video content.