But, because it's Apple, this 4K version has its own particular flair. It may be twice as fast as the current Apple TV and offer 4K movies at the same price as their HD versions, but there are some caveats.
Even though most of the attention has been focused on its famous handset recently, Apple talked about more than just the iPhone X at its September 12 event; the company also announced the Apple TV 4K.
The Apple TV 4K is now available for purchase starting at $179 for the 32GB model and $199 for the 64GB model.
But is the Apple TV 4K really a nice upgrade?
It might seem odd to review the new Apple TV streaming device - one specifically created to display super-sharp video known as 4K - without actually owning a 4K TV. Later this year, Apple plans to include Amazon Prime Video on its set-top box, and it will support 4K content from that service as well.
In his review, MobileSyrup's Patrick O'Rourke noted that the Apple TV 4K is "one of the best 4K HDR set-top boxes out there". Caveat is, of course, that you need a 4K television-something many households don't now have.
So Apple's decision to treat 4K and HD the same is a good one. As reported today by 9to5Mac, Apple is now doubling the time you have to watch a rental movie though iTunes once it has been started.
CNET also had some positive and negative feedback on the new Apple TV, but ultimately gave the new product an overall rating of 8.5 predicated on its display, features and performance. Once you hit the Rent button, you can then tap Rent and Watch Later (on Apple TV) or Not Now (on iOS devices). "Aside from that tweak, though, the new model won't win over people who didn't like the last version".
Apple has also put quite a bit of work into its integration with other devices.