Apple could be stepping up its streaming capabilities, as it’s reportedly planning to release an Apple TV model that supports 4K HDR streaming as well as live television content.
Sources told Bloomberg that the updated set-top box could be unveiled during the rumored September launch event, along with the new iPhones and Apple Watches.
Apple TV has lagged behind competitors such as Roku, Amazon, and Google in the streaming media player space, according to consumer research from Parks Associates.
The report indicated Apple’s market share dropped from 19 percent in the first quarter last year, to 15 percent this year.
Roku increased its market share by 7 percent to 37 percent in the same period, while Amazon’s Fire TV grew its market share from 16 percent to 24 percent to take second place.
News of the 4K-supported box comes on the heels of reports that the tech giant is also planning to up its original content game by setting aside $1 billion for investments in original programming.
The allotment will be used over the next year to fund up to 10 shows, according to the Wall Street Journal.
The $1 billion is in line with the figure allocated for original content by Amazon back in 2013, but is far less than the estimated $6 billion and $4.5 billion Netflix and Amazon are expected to spend on programming this year.
