Rumor: the next gen Apple TV will arrive along with new iPhones and Apple Watches next month

Alongside the iPhone 8, iPhone 7 Plus, the iPhone 7s Plus, Apple Watch Series 3, Apple will introduce a new Apple TV next month that can stream 4K video and highlight live television content such as news and sports, reports Bloomberg, quoting unnamed “people familiar with the matter.” (The rumor mill says that Apple will hold a special event for new products on Sept. 12, but the tech giant hasn’t yet announced such an event.)

A faster processor in the Apple TV update will allow the faster streaming; of course, you won’t get 4K resolution unless you have a 4K-ready TV. What’s more, Apple is testing an updated version of its TV app, that can aggregate programming from apps that already offer live streaming, according to Bloomberg.

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The next gen Apple TV is also expected to have HDR support. High-dynamic-range imaging (HDRI or HDR) is a set of techniques used in imaging and photography to reproduce a greater dynamic range of luminositythan possible using standard digital imaging or photographic techniques. HDR images can represent more accurately the range of intensity levels found in real scenes, from direct sunlight to faint starlight, and is often captured by way of a plurality of differently exposed pictures of the same subject matter. 

A revved Apple TV can’tarrive too soon. New consumer research from Parks Associates reveals Roku is increasing its lead in the streaming media player landscape, with 37% of U.S. households owning and using a Roku device as of quarter one (Q1) of 2017, That’s up from 30% in Q1 2016. The research group says this increase in share of installed base puts Roku further ahead of its main competitors Amazon, Google, and Apple. Amaon’s Fire TV has 24% of the streaming device market, Google’s Chromecast has 18% share of installed base, while the Apple TV's share fell to 15%.