“Apple is planning to unveil a renewed focus on the living room with an upgraded Apple TV set-top box that can stream 4K video and highlight live television content such as news and sports, according to people familiar with the matter,” Mark Gurman and Anousha Sakoui report for Bloomberg.

“The updated box, to be revealed alongside new iPhone and Apple Watch models at an event in September, will run a faster processor capable of streaming the higher-resolution 4K content, said the people, who asked not to be identified because the plans aren’t yet public,” Gurman and Sakoui report. “Apple is also testing an updated version of its TV app, which first launched in 2016, that can aggregate programming from apps that already offer live streaming.”

“The new box will also be able to play content optimized for TVs capable of playing High Dynamic Range (HDR) video, which produces more accurate colors and a brighter picture,” Gurman and Sakoui report. “In order to play 4K and HDR content, Apple will need deals with content makers that can provide video in those formats. The Cupertino, California-based technology giant has begun discussions with movie studios about supplying 4K versions of movies via iTunes, according to people familiar with the talks. The company has also discussed its 4K video ambitions with content companies that already have apps on Apple TV, another person said. Popular video apps on the Apple TV that support 4K on other platforms include Vevo and Netflix.”

Read more in the full article here.

MacDailyNews Take: As we wrote back in November 2016:

A 4K-capable Apple TV would be most welcome. In fact, it would have been welcome last year, yet it’s inexplicably AWOL this year, too. In TV, Apple certainly doesn’t lead.

SEE ALSO:
Apple TV’s estimated market share declines ahead of highly-anticipated 4K model – August 23, 2017
Rivals leaving Apple behind as Apple TV remains stuck in a test pattern – August 8, 2017
Thurrott: Two years later, Apple will undo its Apple TV embarrassments – August 7, 2017
Apple’s leaked HomePod firmware reveals Apple TV with 4K UHD, 10-bit HDR and Dolby Vision – August 6, 2017
UK iTunes movie purchase receipts hint at upcoming 4K support – July 28, 2017
Belated 4K and HDR may not be enough for meh Apple TV to win the living room – February 17, 2017
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