February 16th 2017
By Mike Flaminio
Earlier this month, Apple Inc. poached the chief of Amazon's Fire TV unit to run its television operations. Timothy D. Twerdhal brings hardware and content experience to his new gig, and his hiring suggests a renewed focus on the Apple TV set-top box.
Twerdhal's arrival comes as the company tests a new, fifth-generation Apple TV that it may release as soon as this year. Internally codenamed "J105," the new box will be capable of streaming ultra-high-definition 4K and more vivid colors, according to people familiar with the plans.
I feel like Apple TV's biggest limiting factors are content and software. 4K would keep the device fresh for years, but I'm not sure how of the adoption rate yet for TVs/monitors and content.
The story also go into depth on the various challenges Apple has had with content owners and developing a compelling hardware solution at reasonable prices with high margins.