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Fifth Time’s The Charm: Apple TV To Go 4K

As originally reported by Bloomberg, Apple is said to be revamping its Apple TV product to offer 4K.

The company is said to be currently testing a fifth-generation Apple TV (codenamed the “J105”) capable of streaming ultra-high-definition video content.

However, sources speaking to Bloomberg seem to suggest those involved with the new product aren’t exactly brimming with excitement.

One anonymous source told Bloomberg that they were unhappy with the state of Apple TV being, essentially, an upsized version of the iOS suite that runs the iPhone.

“I signed up for revolutionary. We got evolutionary,” the source added.

eMarketer recently claimed that Apple TV “is at the bottom of the U.S. connected TV market, behind Google Chromecast and Roku, with its share shrinking.”

The firm reported that in the US Apple TV is used by just 11.9% of connected TV customers, continuing its decline from 12.5% in September 2016 and 13.5% in 2014.

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