Apple Ceo Cook returns for another segue, and it’s the big one: the iPhone.
Cook rattles off highlights: The first iPhone; the App Store; the Retina display; Facetime and iMessage; Siri; TouchID and Apple Pay; and cameras.
“Now, we can create devices that are far more intelligent, far more capable, far more personal than ever before. We have huge iPhone news for you today,” Cook says. And the advert for the new iPhone rolls.
The new Apple TV finally brings HDR and 4K technology to Apple’s set-top box, allowing owners to view content in the best picture quality possible (until the next must-have new feature). For context, Amazon’s competing hardware has supported 4K for two years.
Still, the new Apple TV is twice as fast in the CPU and four times as fast in the GPU, Cue says.
More importantly, Apple’s secured 4K content for iTunes – and the company won its fight with Hollywood to not raise the price in the move from HD. Netflix and Amazon Prime Video will also support the platform.
The Apple TV app – that’s an app that runs on the Apple TV, so it’s technically the Apple TV Apple TV app – is also coming to other countries than just the US, including the UK, and it’s getting support for live sporting fixtures and live news. The Apple TV app also runs on the iPad and iPhone, so all of this affects them too.
Games developer Jenova Chen of thatgamecompany arrives on stage to show off its new game, Sky – which looks like a spiritual sequel to its 2012 indie hit Journey, a PlayStation 3 exclusive. Sky is an Apple exclusive, on TV, iPad and iPhone.
The new Apple TV starts at $179, and will ship on 22 September.