The rumors about a Apple TV renewed with long-requested resources do not come from today; nor are there any recent demonstrations that set-top box da Maçã really needs an update in the near future if it wants to continue competing with some strength in the increasingly fierce market for smart TV boxes.
Well, if this rumor Bloomberg prove to be true – and they undeniably get it right much -, perhaps the future of Apple TV holds some good surprises: according to the publication, which cites sources close to the subject, Apple will present at its September event – the same one that, according to them, will be used for the introduction of new iPhones and a possible new model of Apple Watch – a new version of the black box with a more powerful processor, which allows the transmission of content in 4K HDR (for televisions that support these technologies, of course).
To paraphrase the unforgettable Polishop, And that’s not all! According to the report, Apple would also be engineering an update to its TV app with a renewed emphasis on content Live, allowing users to access more real-time broadcasts – whether from news, sports, awards or other types of media that demand immediacy.
Of course, to this end, Apple is, once again, opening talks with content producers – TV channels, studios and other media companies – to make this type of broadcast available in its new application. In addition, negotiations are open for Hollywood producers to start making 4K HDR versions of their films and series available on the iTunes Store; otherwise, obviously, it wouldn’t make sense to launch an Apple TV 4K HDR. However, there is still no information as to whether these negotiations would be successful – we will certainly have to wait a few more weeks to find out.
In fact, this is the crux of Apple’s crusade: producing an Apple TV with 4K, HDR and live programming is easy; it is difficult to make partnerships for producers to provide the appropriate content so that consumers can enjoy technologies without difficulty. Undoubtedly, the weight of the name “Apple” plays a lot in favor of Tim Cook and his gang, but we also know that the company has had its share of difficulty in negotiating with the studios. So we can only wait to see what the outcome of this whole process will be.