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Apple Reveals New Products Including Apple TV Box

13 Sep, 2017 By: Doug McPherson

CUPERTINO, Calif. – On Tuesday, Apple unveiled a plethora of new products – headlined by its new Apple TV box and three upgraded versions of its iconic iPhone as part of the product’s 10th anniversary.

The event, the first-ever held at the Steve Jobs Theater at Apple Park, featured the iPhone X, iPhone 8, and iPhone 8 Plus models, and a new Apple Watch with LTE.

The tech giant also proved its push to create its own programming and shore up its position in the living room is indeed real by introducing Apple TV with the biggest updates it has seen in years with support for 4K and high dynamic range (HDR) ultra-high-definition (UHD) with 3,820 x 2,160-pixel resolution and improved color palettes.

Anyone with a 4K television can use it. Apple will also carry films and shows shot in 4K on its iTunes store, which gives Apple TV customers even more content to take advantage of the better TV resolution. Analysts say the 4K-capable Apple TV set-top box puts it on par with competitors on a technical front, and also strengthens its already impressive media store.

The current version of Apple TV was launched in 2015, alongside the iPhone 6S. Since then, plenty of top-tier content partners have added apps. Apple’s software updates have delivered new features such as single sign-on and a universal TV app.

But sales of the box, the base model of which retails for $149, have lagged behind major streaming competitors – including market leader Roku. But insiders say with Apple simultaneously investing up to $1 billion in original content, the new box will likely to give its video platform a shot in the arm. The new box starts at $179 and begins shipping Sept. 22.

As confirmed by CEO Tim Cook this summer, Apple TV will finally get an Amazon Prime Video app. In addition to adding another provider with a strong catalog of original 4K and HDR content, the overdue inclusion of Amazon plugs the biggest remaining hole in Apple TV’s app lineup.

Among other products introduced is the new iPhone X, which features an edge-to-edge OLED display without a home button, a notch cut out at the top for the earpiece and forward facing cameras, and new advanced 3D-sensing facial recognition technology called “Face ID” that will supplant Touch ID for secure logins, as well as allow a new animated emojis – dubbed “animoji” – for the user.

Other features of the iPhone X include a glass back and stainless-steel border, wireless charging, and a new vertical dual-camera array.

The Apple Watch, called the Series 3, has its own cellular connectivity, can receive phone calls, and can support apps including Maps and WeChat. The Watch can play up to 40 million songs using Apple Music. Siri also got a boost on the watch – conversations with Apple’s artificial intelligence are simpler.

About the Author: Doug McPherson

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