The Apple TV is a great device, but because it doesn't support 4K HDR content, it's not really keeping step with the competition. That could all be about to change, however.
Now iTunes has started listing films in users' purchase histories as coming with 4K and HDR, which suggests Apple's software – and hardware – will soon support the two formats.
4K is a resolution with four times as many pixels as standard high definition. HDR, meanwhile, stands for high dynamic range – it creates a bigger difference between the light and dark parts of the picture, making an image with much greater depth.
At the moment, you can't download films from iTunes in 4K or HDR. But the fact Apple has added the tags suggests both aren't far off. And it wouldn't make sense to launch them without a compatible Apple-made streaming box to watch them on.
The tags have shown up for films like 'Passengers' and 'Fantastic Beasts and Where to Find Them'. Which suggests that Columbia Pictures and Warner Bros are on board to offer higher-resolution films through iTunes.
Apple usually announces new hardware around the autumn, which it launches in time for the Christmas holiday period. We'd expect an announcement sometime early in September.
Netflix and Amazon Prime Video also offer some content in 4K and HDR.