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September 19, 2017

Apple 4K HDR TV

At its press event last week Apple announced the launch of its fifth generation Apple TV with a 4k HDR box. The new solution for TV will begin at £179 when it launches on 22nd September.

The HDR stands for High Dynamic Range – this means the viewer gets a wider range of colour and contrast. The move is in line with expectations as the company has also been adding to the number of 4K HDR films available on its iTunes Store. Films that have already been purchased can be upgraded for the new format. With roughly a billion iTunes accounts the opportunities are enormous.

Apple have made sure that the content supported by their new addition is complete with Netflix and Amazon Prime Video as well as more traditional broadcasters such as the BBC iPlayer and live sports.

It is felt that Apple are paving the way to moving into creating and providing content in a move that would mimic the success of Netflix. Many in the industry feel that making content is important for all providers to maintain prominence and keep a market leading position. There are rumours that Apple may bid to purchase the rights to the James Bond franchise not only to own the rights for past films but to make new Bond movies.

As you’d expect from Apple the design for the box and remote is sleek, cool and attractive. The remote is just under 5 inches long and a cool quarter of an inch in depth.

With Christmas on the horizon Apple may have helped out with a few difficult to buy presents. The new Apple 4K HDR TV box looks like a winner.

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