The next generation of Apple TV will hit the market later this year, but according to a new report, one hi-tech feature is going to be missing from it, which is 4K technology. Michael Andronico, Tom’s Guide Associate Editor, explained to CNBC’s Morgan Brennan during Tech Bet about what 4K technology is and why Apple Inc. (NASDAQ:AAPL) is not going to use it in Apple TV coming later this year.
“So, 4K technology is a super high resolution, something that’s almost 4 times as sharp as what you might be used to seeing on a standard high definition TV, so you are talking about movies and TV shows that have tons of detail and there’s really vibrant colors, the sharpest pictures we have seen yet on any type of mainstream entertainment. I think the reason Apple Inc. might be choosing to forgo 4K is because with the next Apple TV, I think that Apple Inc. is really thinking about focusing on providing great content and not worrying as much about outputting the content at a sharper resolution as possible,” Andronico said.
Apple Inc. (NASDAQ:AAPL) is planning to launch the next generation of its Apple TV this year but according to BuzzFeed, the company is not updating the new set-top boxes with 4K technology that could give its users a super high resolution, which could enable them to see their favorite TV shows and movies in more detail. With other companies already providing their customers with better resolution using 4K technology, Apple Inc. still believes that it can attract a lot more people towards its TV service by offering them great content.
“I certainly don’t think the lack of 4K will affect Apple TV sales. I think the consumer that is shopping for an Apple TV isn’t concerned with 4K output, they are more concerned about the software. Can this machine run Netflix and Hulu and all my favorite entertainment apps and I think that Apple Inc.’s approach is well. The company is actually rumored to be working on a TV streaming service and the next Apple TV is also rumored to feature thing such as Siri voice activation and a new app store. So, I think Apple Inc. is really trying to make Apple TV a place to find great content and isn’t as concerned about pushing 4K at the moment,” Andronico said.
It is rumored that Apple TV is obviously going to be powerful, as it is expected to be run on Apple Inc. (NASDAQ:AAPL)’s latest processors. It also might integrate Siri just like we see on the iPhone and iPad, so that a user might be able to tell it what to do by talking to it. It’s also rumored that there’s going to be a dedicated app store just like we find on any other Apple device. The expected Apple streaming TV service is essentially Apple Inc. (NASDAQ:AAPL)’s answer to Netflix, Inc. (NASDAQ:NFLX) and Hulu, where you can find TV shows and movies as a legitimate replacement to cable.
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