“It’s time for the latest rumors about the Apple TV — the set-top box that we love to be ‘meh’ about,” Dan Moren writes for Macworld. “A report from Bloomberg suggests that Apple is at work on a new revision of the device, which will bring support for 4K (Ultra High Definition or UHD) video as well as a feature with ‘more vivid colors,’ which is probably something related to High Dynamic Range (HDR).”

“But is this too little too late for the Apple TV?” Moren wonders. “While the set-top box probably does fine by Apple’s standards, it’s hardly the kind of category-defining product that we’ve seen even the Apple Watch or iPad be, much less aspiring to the heights of the iPhone.”

“Historically, Apple’s TV attempts have always been a bit on the lackluster side, and these latest rumors don’t do much to change that perception,” Moren writes. “After taking the ‘future is apps’ sandbox approach, the company backtracked slightly to offer its TV app as a more centralized experience for the platform. But not only is it uneven, the fact that it’s simply one app among many means that it just doesn’t go far enough.”

Much more in the full article here.

MacDailyNews Take: But Apple CEO Tim Cook told us last fall, “And now, with the TV app, there’s really no reason to watch TV anywhere else” – and with a straight face no less!

Yes, it does get funnier with each passing day.

Note to Apple: If you can’t do it right, don’t do it at all.

Apple vowed to revolutionize television; currently prepping an unremarkable 4K Apple TV instead – February 16, 2017
Apple TV: Still not ready for prime time – February 15, 2017
Apple hires Amazon’s Fire TV head to run Apple TV business – February 8, 2017
Apple’s new TV app shows just how painfully behind Apple is – December 14, 2016
Are you ready for 4K TV? Apple TV isn’t. – November 28, 2016
Apple has no idea what they’re doing in the TV space, and it’s embarrassing – November 3, 2016
Hulu inks deals with Fox and Disney, adding ESPN, Fox News and more to forthcoming live service – November 1, 2016
Apple’s Eddy Cue: Nope, we don’t want to be Netflix – October 20, 2016
Google signs up CBS for planned web TV service to debut in early 2017; close to deal with 21st Century Fox – October 20, 2016
Apple’s Eddy Cue: Nope, we don’t want to be Netflix – October 20, 2016
Apple’s Eddy Cue alienated cable providers and networks with an assertive negotiating style – report – July 28, 2016
Here comes á la carte programming – without Apple – July 13, 2016
Apple TV 4 is a beta product and, if you bought one, you’re an unpaid beta tester – November 5, 2015