Tim Cook, Apple’s CEO, famously used to refer to the Apple TV as no more than a “hobby” for the powers that be at Cupertino.

The company’s various iPhone, iPad and Mac divisions were so strong, that the relatively measly returns from Apple TV boxes and related iTunes purchases – which still ran into the billions – were seen as something of a sideshow. The staggering success of the iPhone, and indeed the higher prices of the new iPhone 8, iPhone 8S and iPhone X, mean that balance is unlikely to change any time soon.

But the new Apple TV 4K box certainly does look a far more serious proposition than previous Apple TV devices, and could not only be the most compelling Apple TV yet, but potentially the most complete 4K source on the market for anyone who doesn’t want to buy 4K discs. It may be late to the 4K party, but as with the iPod, this iteration of the Apple TV could yet steal the show.
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