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Apple TV is Apple's streaming device that accesses the Apple TV+ service ($4.99 per month), Netflix, Hulu, YouTube, Amazon Prime, and countless other entertainment apps.

The Apple TV is Apple’s set-top box that runs tvOS. The company currently sells the updated Apple TV HD first introduced in 2015 and the 2021 second-generation Apple 4K models. Alongside the two products, Apple also has the Apple TV app, which is available for iOS and Android users as well as lots of smart TV owners, and Apple TV+, the company’s video streaming service with exclusive original content.

History

The first-generation Apple TV was unveiled in September 2006. The product, which would be called iTV, couldn’t have this name since the British terrestrial broadcast network ITV already held the right to the name in the UK and threatened to take legal action against Apple.

Shipped six months later, the first Apple TV had a 40GB HDD, and a 160GB HDD option was later released.

The second-generation Apple TV was announced in September of 2010 and was the first model to run on a variant of iOS. In a smaller, all-black case, it was one-quarter the size of the original Apple TV. The HDD was replaced by 8GB of internal flash storage, enough for buffering purposes. Also different from the first set-top box, this one was only used for streaming content. It also supported output up to 720p over HDMI only.

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The third-generation Apple TV was released almost two years later in March 2012. It included the A5 chip and support for 1080p output. As of 2021, the third-generation set-top box still works with streaming services including Apple TV+, Apple TV Channels, Amazon Prime Video, and Netflix.

The fourth generation, or the Apple TV HD, was the biggest revamp to the set-top box in years, and it launched in September 2015. With a brand-new black remote charged via Lightning cable, it introduced the tvOS operating system with an App Store allowing downloads of third-party apps for video, audio, games, and other content. This device includes the A8 processor and support for Dolby Digital Plus.

Two years later, in September of 2017, Apple introduced the fifth-generation Apple TV, or the Apple TV 4K, which supports 2160p output, HDR10, Dolby Vision, Dolby Atmos, and includes the A10X Fusion processor. This model is similar to the fourth-generation model with the only difference being the addition of vents on the base and the removal of the USB-C port.

The sixth-generation Apple TV, or the second-generation Apple TV 4K, was introduced in April of 2021. With a similar design to its predecessor, the main change is the A12 chip and the second-generation Siri Remote.

Specs

Currently, Apple sells the fourth and sixth generation of its set-top box.

Apple TV HD (fourth-generation)

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Launched in 2015, the Apple TV HD uses the A8 chip with 64-bit architecture. It supports videos up to 1080p and 60 fps. Only available in 32GB storage option, the set-top box uses the second-generation Siri Remote, featuring Bluetooth 4.0 wireless technology, an IR transmitter, and a Lightning connector for charging.

These are its ports and interfaces: HDMI 1.4, 802.11ac Wi-Fi with MIMO, 10/100BASE-T Ethernet, IR receiver, USB-C for service and support, built-in power supply.

The fourth-generation Apple TV runs the latest tvOS software, currently on iOS 15.

Apple TV 4K (sixth-generation)

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Launched in 2021, the second-generation Apple TV 4K uses the A12 Bionic chip with 64-bit architecture. It supports videos up to 2160p and 60 fps, HEVC Dolby Vision, HDR10, and Dolby Atmos technologies. Available in 32GB and 64GB storage options, the set-top box uses the second-generation Siri Remote featuring Bluetooth 5.0 wireless technology, an IR transmitter, and a Lightning connector for charging.

These are its ports and interfaces: HDMI 2.1ax, 802.11ax Wi-Fi 6 with MIMO; simultaneous dual-band (2.4 GHz and 5GHz), Gigabit Ethernet, Bluetooth 5.0 wireless technology, IR receiver, and Built-in power supply.

The sixth-generation Apple TV runs the latest tvOS software, currently on iOS 15.

Second-generation Siri Remote

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Alongside the new Apple TV 4K, the company introduced a redesigned Siri Remote. It is made of aluminum and rubber buttons. It has a microphone for Siri, an IR transmitter, a Lightning connector for charging and uses Bluetooth 5.0 technology.

In an interview with Apple Vice President of Product Marketing for Home and Audio Tim Twerdahl, the new remote is inspired by the iPod click wheel:

“Once we came up with this circular design we thought it looked a lot like the iPod quick wheel, so what could do that could really help people with their TV using an interface like that? The scrubbing of the video came as such a natural thing, professional editors often use these jog-style controls, which are quite powerful, and it’s really nice to bring this into people’s living room.“

Although it was rumored, the second-generation Siri Remote doesn’t have a U1 chip to help users find the accessory when it gets lost on the couch. According to Tim Twerdahl, the thicker design of the remote chassis means it won’t get lost in couch cushions as much as the previous generation

You can learn more about the second-generation Siri Remote here.

Third-party certified Apple TV Remote

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In August of 2021, Deutsche Telekom started offering a third-party certified Apple TV Remote. This is the first company to offer Universal Electronics’ remote control to customers who purchase a new Apple TV 4K directly with the carrier with a Magenta TV subscription.

The alternative Siri Remote from Universal Electronics looks more like a classic TV remote control since it does not have a trackpad and comes with buttons for switching channels and accessing the TV guide. However, it also includes all the buttons needed to navigate through tvOS, including the Siri button and even a built-in microphone.

tvOS 15: what’s new to the Apple TV

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Apple released on September 20 tvOS 15, the operating system to the Apple TV HD and 4K (1st and 2nd gen). Here’s everything new with it:

  • For All of You: Browse a new row in the Apple TV app to find something that everyone in the house can’t wait to watch.
  • Shared with You: Movies and shows shared through Messages appear in a new row in the Apple TV app.
  • Spatial Audio: Listen with AirPods Pro or AirPods Max for a theater-like experience with sound that surrounds you.
  • Smart AirPods routing: Get an automatic onscreen notification to magically connect your AirPods.
  • HomeKit camera enhancements: View multiple cameras around the house at the same time on your Apple TV.
  • Room-filling stereo sound: Pair two HomePod mini speakers with Apple TV 4K and enjoy rich, balanced sound for everything you watch.

You can learn more about tvOS 15 here.

tvOS 15.1 features

tvOS 15.1 brings the long-awaited SharePlay feature. With it, you can watch movies, shows, or listen to songs while on a FaceTime call on your iPhone, iPad, or Mac with friends.

tvOS 15.2 features

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A month after launching tvOS 15.1, Apple seeded tvOS 15.2. This software brings a new way to view your Memories. Apple Music subscribers can hear songs that combine expert recommendations with your music tastes, and what’s in your photos and videos.

Here is what else is new:

  • Apple TV app: The Store tab is a new all-in-one destination to browse, buy, and rent the world’s best movies and TV shows.
  • Apple Music Voice Plan is a new subscription tier that gives you access to all songs, playlists, and stations in Apple Music using Siri.
  • Siri now includes language support for Dutch and French in Belgium, Russian in Russia, and French, German, and Italian in Switzerland.
  • Screen savers: Enjoy stunning views of Iceland and Scotland. Location details can be found by pressing the clickpad or tapping the Touch surface on your Siri Remote.

tvOS 15.3 features

Different from tvOS 15.2, tvOS 15.3 doesn’t bring changes for the Apple TV, only small improvements and bug fixes.

tvOS 15.4 Apple TV

tvOS 15.4 features

tvOS 15.4 bring some interesting features to the Apple TV hardware:

  • Captive Wi-Fi network support;
  • New “Up Next” queue that can be viewed from the “Now Playing” screen;
  • Revamped Spatial Audio controls with tvOS 15.4;
  • New non-binary, American Siri voice

tvOS 15.5 features

Different from other software updates, Apple doesn’t specify what’s changed with tvOS 15.5.

tvOS 15.6 features

Different from other software updates, Apple doesn’t specify what’s changed with tvOS 15.6, most likely just bug fixes.

Apple is currently testing tvOS 16.

Pricing

The Apple TV pricing starts at $149 on the HD model and goes up to $199 on the 4K model with 64GB of storage.

  • 32GB, HD model: $149
  • 32GB, 4K model: $179
  • 64GB, 4K model: $199

Lower prices may be available from Apple’s official Amazon store.

2021 Apple TV 4K release

The new set-top box launched on May 21. Pre-orders started on April 30.

Review Apple TV 4K (1st-gen)

In our opinion article about the previous Apple TV, is its simplicity that people love the most:

The Apple TV is the true TV hub for the streaming era, especially for Apple fans. In many ways, it’s the simplicity of the Apple TV, with an ad-free experience and a range of 4K HDR content, via iTunes Store that makes people still own this product after all this time.

Deals

Over at 9to5Toys, you can find the best deals on the Apple TV and other Apple products. Download the 9to5Toys iPhone app to receive push notifications for new deals as well.

Apple TV app

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The Apple TV app holds Apple Original shows and movies from Apple TV+. It also includes the Apple TV Channels, with over 30 streaming services ready to be subscribed to within the app.

With personalized and curated content, it’s easier to discover new shows. You can also search for your library while also being able to buy or rent content from the iTunes Store.

Apple TV+

Apple TV+ launched on November 1, 2019. It features Apple’s original TV shows and movies. Here’s what’s on Apple TV+.

At its 2019 September iPhone event, Apple officially announced launch details for its premium TV service: $4.99 per month for a family subscription. Customers who purchase an iPhone, iPad, Apple TV, iPod touch, or Mac can enjoy one year of the service for free.

Since the Apple TV+ debut, Apple has received a total of 1,115 awards nominations and accolades, and 250 award wins from the Oscars, including Best Picture, Critics Choice Awards, Writers Guild Association, Critics Choice Documentary Awards, Daytime and Primetime Emmy Awards, NAACP Image Awards, Peabody Awards, and more.

“Ted Lasso,” “CODA,” and “Wolfwalkers” are three of the most prized shows on the catalog.

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First Space Black, Modern Buckle, & Leather Loop Apple Watch orders shipping

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Apple has begun charging for and preparing to ship the first orders of the 42MM Space Black stainless steel, Modern Buckle, Leather Loop, and international stainless steel Link Bracelet orders, according to reports from several readers. Standard Apple Watch with Link Bracelet orders started arriving in the United States yesterday…


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Apple TV gains new content in UK, Ireland, Australia, Japan, & Scandinavia

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Apple has pushed out several new content channels across many countries to the Apple TV, as noted by several readers. Here’s the breakdown of the new channels across the world:

  • Viaplay has been added to the Apple TV in Scandinavia (which is comprised of Denmark, Sweden, Norway) and Finland. Viaplay is comprised of local sports content, films, and TV shows.
  • Stan has been added in Australia, and it contains localized TV shows, films, and content for kids.
  • The WWE Wrestling Network has been added to Apple TVs in the United Kingdom and Ireland. The network first launched in several countries, including the United States in Canada, for the Apple TV in February.
  • Bandai, a localized, subscription-based digital network, has been added to the Apple TV in Japan.

Last week, Apple rolled out CBS Sports and USA Now channels in the United States. Apple is expected to announce new Apple TV hardware in June at its annual Worldwide Developers Conference, complete with an App Store and redesigned Remote.


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Verizon buying AOL for $4.4B

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Verizon Communications is buying AOL for $4.4B in a deal believed to be focused on Verizon’s ambitions in mobile video and advertising.

The acquisition would give Verizon, which has set its sights on entering the crowded online video marketplace, access to advanced technology AOL has developed for selling ads and delivering high-quality Web video.

Traditional TV viewing is changing dramatically, consumers not only giving up their cable TV subscriptions in favor of video on demand over the Internet (a market Apple is believed to be planning to enter in the fall), but increasingly watching video on mobile devices … 
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Happy Hour Podcast 013 | Apple Watch experiences, official third party band support, and iPad Pro news

Apple Watch is finally here and this week we all have one. In this episode we discuss our experiences (good and bad) with Apple Watch, Apple’s official solution for third-party bands, and news about the rumored iPad Pro. Feel free to drop us a line about your Apple Watch experience at listenermail@9to5mac.com. The Happy Hour podcast is available for download on iTunes and through our dedicated RSS feed…

[soundcloud url=”https://api.soundcloud.com/tracks/204179794″ params=”auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&visual=true” width=”100%” height=”150″ iframe=”true” /]


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Apple TV users get Bell’s CraveTV & Rogers’ Shomi services in Canada, Arte in France/Germany, more

While users in the US are today getting access to CBS Sports and USA Now on the Apple TV, Canadian users are being greeted today with two new channels from the big Canadian cable companies. Bell’s CraveTV and Rogers’ Shomi, two competitive on-demand TV services akin to Hulu in the US, are now accessible on Apple’s set-top box.
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Apple TV rolls out new CBS Sports and USA Now channels

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Apple has pushed two new channels to the Apple TV today, bringing sports and drama content from two new sources. The first new channel is CBS Sports, which allows users to watch free clips from a host of different sports, including the NFL, MLB, NBA, college sports, and more.

The second new channel is USA Now, which features content from the USA network. Unlike CBS Sports, this one will require a cable provider login to access most content. Once logged in, users will be able to watch full episodes or clips from their favorite USA shows.


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New Apple TV remote control will have touchpad in addition to new features/buttons

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As we reported earlier this year, the upcoming Apple TV will feature a redesigned remote with improved functionality, according to The New York Times. We reported that the new remote would have more tactile buttons and a new design, and today’s report adds that the controller will have a touchpad akin to the trackpads on Apple laptops. There will also be two physical buttons on the remote, the report claims.
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Apple pulls YouTube from older 2nd-gen Apple TVs after planned Google API change

Following up on our report from April that Google planned to end YouTube support for older Apple TVs and iOS 6 and earlier devices due to API changes, Apple has officially removed the YouTube channel from pre-third-generation Apple TVs. YouTube’s main menu icon has disappeared, along with the Settings menu option to hide or show it along with other channels. Current-generation models continue to have YouTube access.

Apple introduced the third-generation Apple TV in March 2012, noting that it was capable of operating at up to 1080p resolution, which was at that point the only major difference between the new model and its 720p predecessor. A later update to the Apple TV’s operating system further differentiated the 1080p and 720p models, refreshing the icons and fonts on the 1080p version while leaving the 720p model unchanged. While Apple is no longer updating older Apple TVs with new software, it can add and pull individual channels from them without the need for software updates.


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Review: AAXA’s ST200 LED Pico Projector beams bright, color-accurate HD video from an Apple TV-sized box

Even though I’ve had a fair bit of experience with video projectors, I took Celluon’s PicoPro somewhat for granted when I reviewed it this January. I praised the pocket-sized projector, which squeezed a 720p laser video display and speaker into the footprint of an iPhone 6 Plus, but I didn’t triple-underscore how much easier it was to use than most of its rivals. PicoPro worked so well and so quietly with such little effort that I hardly thought about it.

AAXA’s ST200 Short Throw LED Pico Projector ($299) is the newest of the traditional projectors PicoPro is challenging. It has roughly the same footprint and 1280×720 resolution as PicoPro, but it’s around 2.5 times thicker, since it uses a lightbulb-illuminated LED projection engine — just like almost every other projector on the market. There’s an audible fan inside, and because ST200 needs to power that fan and the lightbulb, it can’t match PicoPro in battery life. It also requires more manual user adjustment when you’re setting it up.

But ST200 is a markedly better video projector and audio device when judged on raw output quality, and less expensive, besides. If you’re looking for a compact way to display 720p video from an Apple TV, Mac, or iOS device at up to a 100″ diagonal size, ST200 delivers brighter, more color-accurate video output than PicoPro, more powerful speaker output, and — if you appreciate this — many more settings to play with. Read on for the details…


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Apple TV shipping times slip to 1-2 weeks ahead of refresh rumored for WWDC

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Ahead of Apple’s WWDC in June and an expected Apple TV refresh, shipping times for its current generation Apple TV have just slipped from in stock to 1-2 weeks. Apple’s estimates for shipping Apple TV from its online store often jump between being “in stock” and “1 day”, but a longer delay in shipping could signal Apple’s intent to introduce a refreshed Apple TV in the near future.
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Apple TV adds NBC Sports channel with live event streaming

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Apple has refreshed its channel lineup on the Apple TV to include NBC Sports Live Extra. The channel provides “thousands of live sporting events that air on NBC, NBCSN and Golf Channel” for free. Aside from live content, the channel includes loads of highlights and replays of sporting events to view at no charge; NBC Sports Live Extra users can activate the full channel (including content from CNBC, USA, and NBC) by verifying a cable subscription.


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Apple Watch Edition at Apple Watch Sport (+can of spray paint) price?

It is what is on the inside that counts, right? All Apple Watches are the same under the skin and Casey Neistat, semi-famous for other Apple launch videos, decided he was going to turn his $399 Apple Watch into a $399 Apple Watch with gold spray paint on it. The idea is that passersby would think it was an Edition, and all that comes along with that, I guess.

To be honest, the spray paint better matches the “Aluminum Gold” iPhones, iPads and now MacBooks but I have to imagine the button/crown and some of the sensors will take a hit.

 

Google ending YouTube support on older Apple TVs, iPhones, iPads, & iPod touches

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<a href="http://9to5mac.com/2015/03/24/how-to-hide-rearrange-apple-tv-channels/" target="_blank">Apple TV 3 with Google’s new YouTube channel</a>

Google announced yesterday that it will be ending support for its YouTube Data API v2 used by older devices. For Apple users, this means the YouTube app will no longer work on iPhones, iPads, and iPod touches running iOS 6 or earlier; users instead will have to rely on the mobile web version of YouTube at m.youtube.com going forward.

The change also affects some Apple TV users, as only the current 3rd-generation 1080p Apple TV supports YouTube’s overhauled channel; prior-generation models will entirely lose access to YouTube…
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Sony leaks reveal Apple TV and iTunes Store contracts, Sex Tape + Breaking Bad deals with Apple

Known for publishing previously confidential documents, WikiLeaks has released a large collection of emails from last year’s widely publicized hack of Sony, notably including Apple agreements covering Sony’s Crackle Apple TV channel, video sales through iTunes, and other topics. The leaks include:

  • The terms of Apple’s agreement to add Sony’s Crackle video service to the Apple TV, notably including a 3-year term (starting December 11, 2013), Sony’s retention of 100% of advertising revenue, and a promise that Apple will permit new types of overlaid/display ads on Crackle if it becomes technically feasible and Apple OKs it. Few details were previously known about the business terms between Apple and channel providers for the Apple TV.
  • Apple’s agreements to distribute Sony videos through the iTunes Store, including the original 2007 agreement between the companies covering TV shows such as Charlie’s Angels and Who’s The Boss, term extensions and high-definition amendments, and the addition of iTunes in the Cloud (which Apple originally called “Virtual Storage Locker”).
  • Sales forecasts for Sony games sold in the App Store, as well as charts suggesting that Sony’s iPhone and iPad game revenues far surpassed the amounts made on competing platforms.

The leaks go on to describe Apple and Sony product tie-ups, including the iPad’s “character” role in the film Sex Tape, as well as Sony’s internal reaction to Apple’s “Stickers” ad featuring a Breaking Bad reference, and an apparent effort by Dreamworks’ Jeffrey Katzenberg urging Sony not to collaborate with Apple…

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Synology debuts economical 5-bay DiskStation DS1515 & compact RackStation RS815 NAS solutions

Synology today unveiled two new multi-bay network-attached storage (NAS) solutions: the $649 DiskStation DS1515 and the $599 RackStation RS815. Both models take advantage of Synology’s excellent DiskStation Manager 5.1 system for managing “remote access, scalability, unparalleled reliability, cross-platform file sharing, and 24/7 security solutions.”

Synology’s OS and hardware make great NAS systems for Apple and cross platform homes/businesses because they not only make huge Time Machine backups a snap, but they also provide apps for streaming media and other files to iOS, Apple TV, Android, PC and just about every platform.


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Apple reportedly taking 15% cut of HBO Now & other subscriptions on Apple TV

Apple has long taken a 30% cut of sales made through its various digital stores, including fees charged for subscriptions to Newsstand magazines and other recurring charges. However, Re/code reports today that the company has cut that figure in half for subscriptions charged through the Apple TV.

In a move that’s likely intended to bring in content, Apple allows companies like Hulu and HBO to keep a larger portion of their subscription fees on the TV-based hub device, though charges made through iOS apps and other platforms still seem to fall under the 30% deal.

When exactly this revenue share change was made is unclear, but it doesn’t seem to be a new developement, given that services which have been on the Apple TV for some time now fall under these terms. The point is nearly moot though, when you consider how many offerings on the Apple TV are completely free of charge, or don’t offer in-app subscription options.

Based on the success of Apple’s exclusive HBO Now partnership, however, it’s possible that future channel additions could impement a similar system that allows users to purchase subscriptions through their Apple IDs. This deal could also help Apple secure more content providers for its upcoming digital television service.

Apple reportedly at odds with Disney over which channels will be included in upcoming TV service

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Reports regarding an Apple web-based TV service began to circulate in February of this year, with more details emerging last month. A new report from The Street now claims that Apple and Disney are currently in talks over what specific Disney-owned channels will be available on the service. It’s worth noting that Disney CEO Bob Iger is also on Apple’s Board.


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Happy Hour Podcast 009 | Apple Watch preorder plans, new Apple TV talk. Is 4K important?

Apple Watch preorders are approaching quickly, but will it be difficult to get your hands on one? Also, it looks like the upcoming Apple TV may lack an important future-proofing feature. The Happy Hour podcast is available for download on iTunes and through our dedicated RSS feed…

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Click here to subscribe on iTunes or listen to the episode embedded above.


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Opinion: Roku’s new media players use voice search and apps to make Apple TV feel old

Just so there’s no ambiguity on this point, I’m definitely an Apple TV fan. The first-generation model was a (literally) hot mess, but Apple did a much better job with the streamlined second- and third-generation versions, which I use every day and have strongly recommended for years. If you have an iPad, iPhone, or iPod touch, the Apple TV is one of the top three accessories you can buy for under $100, and nearly a no-brainer at Apple’s recently announced $69 price point.

Even as a fan, though, I give Apple TV’s chief competitor Roku great credit for developing compelling alternatives. According to reports, Roku is the number one seller of media streamers, and has been outselling the Apple TV for some time now. While it’s true that sales don’t necessarily reflect quality, Roku has earned its numbers by frequently iterating on its products — ironically unlike Apple, which has spent years letting an old Apple TV design chug along as a “hobby.” The difference in Roku’s and Apple’s approaches became starker yesterday when Roku released the new Roku 3 with Voice Search ($100) and new Roku 2 ($70), updates to two of its already-successful devices. These media streamers include several of the key features Apple should be adding to the Apple TV, including voice search, downloadable apps, games, and more…


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HBO NOW standalone streaming service debuts on Apple TV, iPhone & iPad with 1-month free trial

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HBO’s new standalone streaming service called HBO NOW has officially launched on Apple TV, iPhone, and iPad. HBO NOW allows subscribers to watch the premium network’s movies and TV shows online. The service is similar to Netflix as it’s delivered over a high-speed Internet connection rather than cable or satellite and doesn’t require long-term committments through contracts. Here’s how to get HBO NOW works:
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Opinion: Could the 1080p Apple TV 4 hint at a 4K Apple TV set?

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The Apple TV set-top box hardware is expected to be updated this summer after 3 years since the last real refresh and a recent price drop from $99 to $69. While the last Apple TV upgrade boosted video output from 720p to 1080p, the rumored Apple TV 4 is not believed to support ultra high definition 4K video output featured on newer TV sets. Here’s why that’s no surprise and what I think it could mean for an actual Apple TV set:


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Upcoming refreshed Apple TV reportedly will not feature support for 4K video

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BuzzFeed reports today that Apple’s next-generation Apple TV will not support 4K video streaming. Citing “sources in position to know,” the report claims that due to the lack of TVs that support the latest video standard, as well as the lack of streaming 4K content, Apple has no plans to implement it into its upcoming refreshed set-top box.


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Sling to offer streaming HBO content in April, undermining Apple TV’s HBO Now exclusivity deal

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At the Spring Forward event, Apple and HBO announced HBO Now, an over-the-top unbundled streaming service for HBO shows, like Game of Thrones, independent of a cable subscription. They claimed that HBO Now would be ‘exclusive to Apple TV and iOS devices for three months’. This seemed like a great promotion for Apple’s television offerings, coinciding with a price cut of the Apple TV box to $69.

However, Sling TV has now announced that it will be offering the same deal through its service: HBO shows for $15 a month. This throws shade at Apple’s announcement — signing up for Sling TV will make HBO available on devices like the Roku this month. It is worth noting that the Sling deal also requires a subscription to Sling itself, HBO is only available as an add-on, which is an additional $20 a month.

Sling has found a ‘loophole’ in Apple’s deal so that it can offer cable-independent HBO content this month as well, sidelining Apple’s three month exclusivity window …


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Apple reportedly asking content producers to supply their own streams for TV offering

Apple has requested that programming partners who will take part in the company’s upcoming television streaming service provide their own content streams, Re/Code reported today. It’s not an unreasonable request on Apple’s part—in fact, it makes a lot of sense—so it doesn’t seem like this will be a big holdup for the service’s launch.

Most TV networks already provide online streams in one form or another, so giving Apple access to that content shouldn’t put too much of a burden on them, though some network executives are said to be worried about the idea of paying the streaming costs on a platform promoted by Apple, versus one solely promoted by the network itself.

Existing Apple TV apps use content hosted and streamed by the networks rather than Apple, as 9to5Mac previously noted in a behind-the-scenes look at the development of Bloomberg’s app.