It's long overdue, but Apple today took the wraps off a 4K-ready Apple TV. Dubbed Apple TV 4K, the new set-top box will be able to play 4K back content through streaming services such as Netflix, as well as 4K content purchased through the iTunes Store.
Notably, 4K movies won't cost any extra through the iTunes Store, and existing movies you own in high definition will be upgraded to 4K free of charge when (if) they become available.
Apple TV 4K also supports both the HDR 10 and Dolby Vision HDR standards.
Apple TV 4K will start at $249 for a 32GB model, while a 64GB model will set you back $279. As with iPhone 8, pre-orders for Apple TV 4K start on September 15 ahead of a September 22 release dates.
The current HD Apple TV's price will drop to $209 for a 32GB model.