4K Apple TV coming… and it sounds really boring

Apple is reportedly gearing up to launch a new Apple TV box capable of streaming 4K content. It’s a move that will finally bring it up to speed with the 4K-capable Chromecast Ultra, new Roku products, the Amazon Fire TV and nearly every other competitor in the market.

Bloomberg, which broke the news, suggests the new device isn’t going to be very exciting at all. Here’s Bloomberg:

Apple has essentially settled for turning the television set into a giant iPhone: a cluster of apps with a store. “That’s not what I signed up for,” says one of the people, who requested anonymity to talk freely about internal company matters. “I signed up for revolutionary. We got evolutionary.”

The report suggests that Apple hasn’t revolutionized the Apple TV for a number of reasons. It describes Apple’s “handcuffs” to large profit margins that have prevented Apple from exciting new hardware, and tells the story of failed deals to bring Apple’s own streaming TV, or even cable TV option to the box.

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