Apple TV 4K pricing shakes up the content industry

Apple has finally given CI installers and AV enthusiasts what they’ve been asking for: a 4K capable Apple TV box, but it’s not the hardware that’s groundbreaking, it’s the pricing. Apple will not charge a punishing premium for 4K resolution content over regular HD titles, which currently sell for around £10. What’s more, iTunes users will get automatic upgrades of HD titles in their existing iTunes library to 4K HDR versions when they become available.

This is an incredibly powerful statement by Apple that potentially signals the end of price gouging on 4K movies. And with automatic upgrades in resolution for existing libraries, Apple is providing a compelling reason for consumers to upgrade their screens.

Long expected, the Apple TV 4K streamer offers 2160p resolution with HDR10 and Dolby Vision support. So far, there has been no mention made of HLG, or indeed HDR10+.The box employs Apple’s A10X Fusion chip, also used in the iPad Pro. Non-4K content will be upscaled by the box to 4K.

The 2160p streamer is supported by a 4K movie library on iTunes, with content coming from Warner Bros, 20th Century Fox, Sony Pictures, Lionsgate, Universal and Paramount. The Apple TV 4K will also get Netflix and Amazon Video 4K streaming apps later this year. No specific reference has been made to the availability of the Dolby Atmos sound format on iTunes 4K movies.

Users can search for content using the Siri and the Apple TV app, which will be initially available in the US, Australia and Canada. The TV app offers streaming services, dependant on location. Sports fans in the US will be able to track their favourite teams and get on-screen notifications through a dedicated Sports tab. The app will make its way to France, Germany, Norway, Sweden and the UK by the end of the year, says Apple.

The Apple TV 4K box also supports content sharing from iPhone and iPad, using AirPlay. AirPlay 2, due later this year, will allow Apple TV to control multiple AirPlay 2-compatible speakers. The company is also pushing for it to function as a home hub for HomeKit accessories, enabling remote access as well as automated control.

Apple TV 4K retails for £179 for the 32GB version or £199 for 64GB. The boxes will be available from September 15