Apple Unveils New Apple TV 4K Streaming Box, Drops Price to $129

Apple Unveils New Apple TV 4K Streaming Box, Drops Price to 9

Apple took the wraps off its third-generation Apple TV 4K streaming device, promising faster performance, HDR10+ support, expanded storage and more — while dropping the starting price to $129 compared to $179 for the previous-generation model.

The new Apple TV 4K is available in two configurations: Apple TV 4K (Wi-Fi), which offers 64 gigabytes of storage, for $129; and Apple TV 4K (Wi-Fi + Ethernet), which offers support for Gigabit Ethernet and 128 GB of storage, priced at $149. The products will be shipped from Friday 4. November and are available for pre-order.

The next-generation Apple TV 4K features the company’s A15 Bionic chip, which delivers CPU performance up to 50% faster than Apple’s second-generation 4K streaming boxes, and graphics processing unit performance up to 30% percent for “even smoother gaming.” said the tech giant. It also uses a USB-C port for charging – ditching previous generations’ use of the proprietary Lightning connector. Siri Remote for Apple TV 4K now also uses USB-C for charging.

The new Apple TV 4K models support HDR10+, in addition to Dolby Vision, “producing the eye-catching detail and vivid colors intended by content creators,” according to the company. The devices also support Dolby Atmos, Dolby Digital 7.1 and Dolby Digital 5.1 surround sound for immersive sound.

Even with the lower $129 price point, the Apple TV 4K is still more expensive than the Roku Ultra 4K ($100) and Google’s Chromecast with Google TV dongle with 4K ($50). With the debut of the new Apple TV 4K, the company has discontinued the older Apple TV HD streaming device, which it introduced in 2015.

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“Apple TV 4K is the ultimate way for Apple users to enjoy their favorite entertainment on the biggest screen in the home, and now it’s more powerful than ever,” said Bob Borchers, Apple’s VP of Worldwide Product Marketing, in a statement. “The new Apple TV 4K is unlike anything else out there, given its seamless connectivity to other Apple devices, ease of use and access to amazing Apple content. It offers something for everyone in the family to love.”

Even with higher performance, the third-generation Apple TV 4K uses nearly 30% less power than the previous generation, according to Apple. The efficiency gain of the A15 Bionic eliminates the need for an internal fan, resulting in a more compact design and contributing to a 25% reduction in carbon footprint compared to the previous generation, according to the company.

With the Apple TV app on the new streaming devices, customers can watch shows and movies from the Apple TV+ subscription service, as well as more than 100,000 movies and shows to buy or rent and subscribe to top streaming services. The Apple TV 4K devices, like previous versions, can also stream Apple Music, the subscription service that hosts a catalog of more than 100 million songs, and display photos from the iCloud Shared Photo Library.

This fall, new features coming to Apple TV via the updated tvOS 16 will include updates to Siri that the company said will make it easier for customers to use their voice to control Apple TV and interact with the results. Siri on Apple TV has a complete redesign, and will be able to recognize an individual user’s voice, allowing them to access their movies, shows, music, games and apps, and pick up where they left off. Using the Siri Remote and asking “What should I see?” users can get tailored recommendations.

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Also on Tuesday, Apple announced the next-generation iPad Pro, powered by the company’s M2 chip, and a newly redesigned iPad in four colors with a larger 10.9-inch screen.

The company said that for a limited time, customers who buy a new Apple TV 4K, iPhone, iPad or Mac are eligible to receive three months of Apple TV+ and Apple Arcade for free.

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