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Will Consumers Pay for a Costlier Apple TV?

11 September 2015

At its September 2015 launch event, Apple debuted the new Apple TV, the first new iteration of the Apple TV product line in over three years. Among the new features were a new remote control with capacitive touchpad and microphone, a new tvOS operating system with SDK and supporting third party applications, Siri-based voice navigation and search, and enhanced gaming capabilities utilizing the gyro- and accelerometer-equipped remote as a gaming controller. The new device is powered by a 64-bit A8 processor, and is equipped with Bluetooth 4.0, 802.11ac MIMO wireless connectivity, and an infrared receiver.

Pricing for the 32GB and 64GB versions is $149 and $199 respectively, with availability beginning October 2015 in the US.

The new Apple TV is an evolutionary, not revolutionary update. While this is a significant step up for Apple TV from its last model iteration, many of the new features are already state-of-the-market – TiVo and others have universal search such as Roku, Fire TV, LG, Android TV, and others have voice search; gaming is on other platforms as well.

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Questions or comments on this story? Contact engineering360editors@ihs.com

Related links:

IHS Consumer Electronics

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