AppleTV

Apple is Working On a New Apple TV


Apple is reportedly working on a new Apple TV that will support 4K content. According to a report from BloombergApple could launch this fifth-generation Apple TV as soon as this year, with support for “more vivid colors.” That improvement in color reproduction could be related to high dynamic range (HDR), a feature that is becoming popular on consumer 4K TVs. Bloomberg’s report doesn’t provide any additional information on the upcoming Apple TV, but it does include a lot of context around Apple’s past decisions for its TV hardware.

The addition of 4k will probably boost Apple TV sales as consumers increasingly upgrade to 4K television TVs. The upgrade is badly need as the Apple TV currently trails both Roku and Amazon’s Fire TV both already offering 4K for over a year.

Early on, the Apple TV was reported as a device to replace the clunky set-top boxes from the cable companies and stream live television. Sadly that never happened. Now hopefully this new 4K 5th generation Apple TV will be the box that finally puts Apple in first place in American bedrooms.

Apple TV has steadily lost market share since its release in the fall of 2015; in January just 11.9 percent of connected television customers were using it, the research firm says, down from 12.5 percent in September. In part, the slide reflects competition from Amazon and Roku, whose boxes do the same and more for less money.

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  • Surfer

    Apple…pfffft!!! Always late to the game with tech features.

    • PaperCoyote

      I wouldn’t say always. They were first to the game with a dedicated STB. The Apple TV was introduced in 2006 and Roku came out with a Netflix box in 2008. They had the first app based Smartphone in 2007 and Android hit the market in 2009. They developed touch based gestures for the iphone and ipad and they are practically universal now. They introduced the idea of curated content in the form of an app store which others have copied. So while they have been less innovative as of late that hasn’t always been the case.

      • Surfer

        If you notice what I stated, I said Apple is late to the game with tech “FEATURES”. They may have had the first box which Steve Jobs famously said was nothing more than “a hobby”, but Apple is always last to incorporate the latest features such as 4K and HDR capabilities. In the iPhone, they were last with 802.11 AC WiFi, you still don’t have 2k or 4k resolutions, no micro SD that so many consumers want, no wireless charging, etc. I don’t buy the notion that Apple only incorporates features when it is widespread. Apple does things that make them the most money and not give the consumer the popularly demanded features.

        • PaperCoyote

          Thanks for putting “features” in all caps. Now my little brain can comprehend your anti-Apple hipster rant. You say that you don’t buy the notion that Apple only incorporate features when they are widespread and then go on to say that they only do things that will make them money (they are a very successful business not a charity) and that they don’t give the consumer the popularly demanded features. By that logic if the features were in such high demand then they would in fact be widespread and then Apple would in fact incorporate those features in their products. But the harsh reality is that your average consumer doesn’t care about SD cards on their phone, they don’t know the difference between 802.11 AC or b or g or n. Blu-rays never took off because people thought putting in a dvd and watching it on an HD TV made it HD. Hell a ton of morons believe Sony’s marketing campaign of 1080P is full HD and will tell you 720P isn’t HD. There is a reason why Apple is doing well financially and companies like Sony, HTC, and Samsung are not. I like my Android phone because it has the features I want but the majority of people only bought an android phone because it was a cheap “iPhone” they just want something that works and Apple gives people just that albeit at an arguably overpriced price point. It’s hip to hate on Apple but face it they are a very successful company because they don’t jump on every trend instead they play the long game.

          • Surfer

            “they are a very successful business not a charity”…lots of businesses are successful AND provide “FEATURES” (does all caps bother you, it shouldn’t since you didn’t see the word FEATURES the first time) that people want instead of stringing them along with “FEATURES from 3 years ago. And when I mean widespread, I mean that every tech company has those FEATURES and yet Apple does not. Doesn’t that tell you something? But all you can do is justify Apple’s lack of FEATURES to feel better about yourself. So if by the average customer demanding that Samsung put the micro SD card option back in their phones when they took it out on the GS6 means they don’t care, then you my friend are a victim of “alternate facts”. People absolutely know about specs when purchasing tech equipment. Are you telling me that when people go buy a car, they don’t look at gas mileage or how far a Tesla can travel before needing a recharge? Are you telling me that people don’t know that the next TV they buy is either 4K or 1080P? Or the difference between an OLED display and an LCD? People are more technically savvy today then ever before. The only one’s that aren’t are people like you that follow whatever Apple tells you you want. Blu-Rays never took off because of things like streaming video, you know Netflix and Hulu and cord cutting services such as PS Vue or Sling. It’s pretty obvious to me that you are still stuck in the 1990’s. Get with the program man. Companies like Samsung are having record breaking profits despite the Note 7 fiasco. Why? Because Samsung is diversified enough that something like that won’t phase them financially. Meanwhile Apple still relies on Samsung and other manufacturers to make components that go in their products. By the way, there is nothing cheap about Samsung’s or any other manufactures flagship phones. But keep falling on your alternate fact tirade because that seems like what you do best. And you say Apple doesn’t jump on every trend, that is until 3 years later. Good luck pal.

          • PaperCoyote

            That was alot of words for a 12 yo hipster going on a d-bag anti-apple rant. Different companies have different approaches to business and obviously Apple’s approach is working for them. You make a lot of ignorant assumption and rant like some fanboy with a vendetta against Apple. So I will keep it simple for you and take it easy on the big words. First and foremost I am not “stuck in the 90’s” I just happen to love tech but without bias. Why because I am not a fanboy that has some delusional loyalty to a company that doesn’t pay me a salary. I have an Android phone not an iPhone because I like the features it has. Yes I have an iPad but also a Nexus 7, I have an iMac but also a linux machine, two windows PC’s and Pixel Chromebook. I use an Apple Tv, a Fire TV,a Roku, an Nvida Shield, I have two 4K TV’s (One LG OLED) and 3 1080p TV. I like my Xbox One S and My PS4 Pro. I like my PSVR and my HTC VIVE. I use my echo to control my home and my google home to play music. I read on a Kindle, a Kobo, and a Nook. And I am subscribed to about every damn streaming service there is. So no I am not stuck in the 90’s. I know that streaming played a huge part in the demise of Blu-ray but so did consumer ignorance. I was beta testing Hulu and Vudu before they hit the market and knew that they, along with Netflix, were game changers. I was just pointing to the average consumer. and yeah consumers will look to the web for advice but they either won’t understand what they are reading and will latch on to slogans like the idiots that use Full HD to describe 1080P or they run into biased douchebags like those that go on anti apple rants. As I said companies have different approaches Samsung’s approach brought them to a three year high of 7.5 billion dollars U.S. where as Apple’s approach brought them lower profits at 75 billion U.S. Just because you don’t like a companies approach doesn’t make them wrong. I hate a lot of Apple’s practices and I prefer Android on my phones and my Chromebook is my everyday driver. But I respect them as a company and what they have contributed in the past to the tech world. Now that that rant is done. I would like to point out to you without using all caps that I never said anything about Samsung’s flagship phones being cheap. I pointed out that a huge chunk of people bought android phones in general because they were cheap. See I am not the only one with comprehension skill issues.

          • Duder12

            You have to admit apple is pretty crappy with their money. Look at all the things other companies do for consumers. Especially google. They are trying to fight ISPs with all that cash with project fi and google fiber. They just have lots of initiatives.

            Apple just sits on that money and releases stale features with TONS of marketing. This whole apple tv thing is absolutely ridiculous and I hope it permanently puts them in 4th place in the streaming box industry.

            Honestly, thats what they deserve for releasing a 1080p streaming box for 200 bucks.

          • PaperCoyote

            Oh yeah. Apple is stingy as hell. They keep stockpiling cash like they are afraid the 90’s are going to come back. I like some of their products and I admire what they have done since in the past 20 years to turn the company around. But I don’t admire their corporate culture.

            I have issues with Google and their data collection but at least they are trying to change the landscape with things that you mentioned above. I love Project Fi. You couldn’t pay me to change to another carrier at this point. I hope Alphabet restructures and is able to save Google Fiber. I know they put a halt to the roll out but hopefully things change for the better. Don’t get me started on AT&T’s stupid lawsuits. I look forward to YouTube unplugged to see if they can make advances in cordcutting. Maybe we will hear more at I/O.

            And you are right about the Apple TV. While I personally, love it, they don’t deserve big sales. The quality is there, I love the interface and it does what I need but the price point is way off when compared to the competition. They need to drop it to $79 and $99 for each of the models and release a 4K box for no more than $129 or they will have dwindling sales again in 2017.

  • Karl Childers

    “Early on, the Apple TV was reported as a device to replace the clunky set-top boxes from the cable companies and stream live television. Sadly that never happened. Now hopefully this new 4K 5th generation Apple TV will be the box that finally puts Apple in first place in American bedrooms.”

    In our house the Apple TV HAS replaced our satellite set top boxes especially now that OTT services are available. I don’t think that simply adding 4K will propel the Apple TV in to first place and honestly I think that ship has sailed. People will always be drawn to less expensive options and if you’re trying to connect 4 or 5 TVs then the streaming sticks are an affordable way to get the job done. Plus a lot of people are Amazon customers so regardless of specs they have an advantage when it comes to promoting the Fire TV to their customers.

    The free Apple TV promotion with Directv NOW was probably a smart move by Apple because it gave them an opportunity to get a stronger foothold in more households with their product. They should consider pursuing other avenues of hardware distribution in the future. Last year Verizon had a promotion for wireless Beats headphones during the iPhone 7 launch and I snagged a pair for the gym. Imagine if Verizon, T-mobile, At&t, and Sprint all offered discounted (or even free) 5th gen Apple TVs when buyers come in to get the next iPhone later this year. Even if they can’t get the carriers to agree perhaps there are other options such as offering one during activation through iTunes or when signing up for Apple Music.

    • Craig

      Agreed. That’s the thing you gotta consider when choosing these set-top streaming boxes. Most people have multiple TV’s and most people would like the same unified experience (and shared app purchases) across all of them (from Android TV, Fire TV or tvOS) with the same boxes. At $150/pop it really begins to add up quick for multiple rooms! That’s why I think the $99 or below price-range is so important to a box succeeding.

      • Karl Childers

        The first 4th gen Apple TV that I bought was through Sling’s promotion and I think I paid $89. I liked it enough to go ahead and get another and I bought it at Wal-mart because they had a 64 GB version on sale for about the same price as the 32 GB. The third one, which we gave to my daughter as a Christmas gift, came from the Directv promotion. So in total we managed to great 3 devices for about $250.

  • Craig

    I think $149 is far too steep for most people…but maybe with the 4K version, they’ll be able to justify the price? If they were smart? They’d have both the 4K version and 1080p version and shave the price by $50 between em. $149 for the 4K version and $99 for the 1080p version.

    • Karl Childers

      When the 5th gen is released they’ll probably keep the 4th gen around and lower the price. Then if you happen to get a new Apple TV and like it you have the older version as a more affordable option for other TVs where 4K isn’t necessarily needed or desired.

  • supervolt

    I only got Apple TV because of the DirecTV Now promo. I eventually ditched DirecTV Now because it was unwatchable but got to keep the Apple TV. Otherwise the price is way too high.

    I have to say I like the AppleTV more than I liked FireStick TV. I love their small touchpad remote and the fact that it can control other TV inputs such as volume, power etc. One thing I hated about the other remotes is that I still had to have my TV remote for common things like volume and power… and that got on my nerves. I love that the iPhone remote app works just as good and I don’t need to look for the remote every time I’m watching TV.

    Also, because of AirPlay, I can now watch content on TV that I couldn’t watch using Chromecast and FireStick TV. So, I can pretty much cast anything to the big screen.

    4K is important but it doesn’t make much difference to me since I don’t even have a 4K TV. So, even though I’m not an Apple fan, I’m gonna stick around until the next big thing.

    • PaperCoyote

      Spot on supervolt. Out of all of my devices i prefer the Apple TV because of the touch pad remote and the ability to control the volume on another device. It is amazing how handy that little feature is. I also like the UI.

      • supervolt

        Yeah, the UI is very simple and easy to find stuff compared to the messy FireStick TV UI.

    • Karl Childers

      For some reason when I put the Apple TV to sleep it will not turn off our LG. I can turn it on by waking the Apple TV up and can control the volume…I just can’t turn it off. I’ve seen others complain about the same issue but I haven’t been able to find a solution so I have to keep the TV remote nearby. It works perfectly on our Samsung though.

      • supervolt

        I use a Samsung TV too and it works perfectly. LG seems to have issues with other remotes too even the AT&T uverse remote sometimes doesn’t work on some LG models.

  • Howard Scho

    I have an AppleTV Gen4, but the only reason I have one is that DirectTV Now gave it to me for free. I would never spend $149 for that box that is inferior to an Amazon FireTV box that sells for $89 and has more capabilities and already does 4K.

  • LMan

    Hopefully the next generation will have a remote that’s less slippery than a bar of soap. Luckily, Amazon has a nice selection of cases for the remote.

  • Duder12

    “Now hopefully this new 4K 5th generation Apple TV will be the box that finally puts Apple in first place in American bedrooms.”

    Wow, I thought this was a cross platform site but I guess not.

    Makes sense now why you guys never mention Android TV devices like the Shield TV.

    If your writers are a bunch of Apple fanboys than why discuss Apples biggest threat. Google.