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Alongside news of Apple Watch Series 3, which welcomes built-in cellular data, Apple has officially unveiled its new Apple TV, fully equipped to stream in 4K.

While supporting both 4K and High Dynamic Range (HDR), Apple TV now brings sharp, crisp images, richer, more true-to-life colors, and far greater detail in both dark and bright scenes directly into your home. Viewers will in turn be able to take advantage of an ever-expanding selection of 4K HDR movies on iTunes. In addition, iTunes users will receive automatic upgrades of HD titles in their existing iTunes library to 4K HDR versions upon availability.

You can also look forward to 4K HDR content from the likes of Netflix and Amazon Prime Video coming soon to Apple TV.

The new Apple TV boasts the same A10X Fusion chip that powers the iPad Pro, and now, the TV app bundles all of your favorite programs and pictures together, while Siri allows you to search and access content from Apple TV using just your voice.

Apple TV 4K starts at $179 USD for 32GB or $199 USD for 64GB, alongside Apple TV (4th generation) 32GB at $149 USD. Pre-order begins September 15, with availability taking place on September 22.

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