Apple TV 4K is incredible.
And it starts with two big advancements in picture quality.
First, it's 4K.
Let me show you.
This is an image at 4K.
It's got incredible detail.
That's possible because 4K has four times the number of pixels as HD.
But resolution isn't everything, there is an even bigger advancement that's more important and it's called High Dynamic Range or HDR, where 4K is about the number of pixels, HDR is about better pixels.
Now Apple TV 4K with HDR delivers the highest picture quality ever, And to show you, we've installed a state of the art, Dolby, 4k, HDR cinema projector in the theater.
So let's dim the lights and let me show you the new Apple TV.
Now here's a city shot that really shows off the crispness and sharpness that's possible in the new Apple TV.
Now at the heart of the Apple TV We've got the powerful 8, 10 x fusion chip.
This is the same chip that's in our iPad Pro and the new Apple TV isn't just slightly faster it's remarkably faster.
CPU performance is more than twice as fast as the current Apple TV and graphics are more than 4 times faster And, of course, it runs the latest version of tvOS, the best operating system for the living room.
Now, to experience 4K with HDR you also need great content, and we've been working with the large Hollywood studios to bring all of their 4K and HDR movie titles to iTunes.
So, now you'll have the biggest releases and the best picture quality All on iTunes, all available for the same price as HD.
And, if you bought one of those movies in HD from iTunes, we're gonna automatically upgrade them to 4K HDR at no additional charge.
Now in addition to iTunes, we have been working with leading steaming providers, like Netflix, to bring their 4K HDR titles to Apple TV.
And, later this year, Amazon Prime Video with all of their 4K HDR titles and originals as well.
Media StreamersTV OS4K TVsiTunesTim Cook
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