Apple has started rolling out 4K content to iTunes users, just as it promised it would do at this week’s Apple media event.
Although the fifth generation Apple TV 4K won’t actually arrive with customers until next week, the new 4K content — including both movies and TV shows — is viewable in all its glory on the newer 4K and 5K iMacs.
The update has started to roll out for all customers, although it won’t go live for every customer for every movie immediately. All the big studios with the exception of Disney have so far signed an agreement with Apple to offer 4K content. The Apple TV 4K supports both Dolby Vision and HDR, which are indicated by badges in the iTunes Store.
In a nice, unexpected touch, if you previously paid to download an HD copy of a movie from iTunes, you’ll get an upgrade to 4K where available, without having to pay any more money.
The upgrade to 4K
The 4K video on the Apple TV means not just four times the number of pixels as current HD, but the set-top box’s High Dynamic Range also allows for richer color and more detailed images. The entire Apple TV interface (including its screensavers) has been reconfigured for 4K, and it supports both industry standard HDR10 and Dolby Vision profiles.
The latest Apple TV is currently available for pre-order, with shipping taking place from September 22. The device is priced at $179 with 32GB of internal storage or $199 with 64GB.
Have you downloaded any 4K movies or TV shows yet? Are your existing purchases upgrading as Apple said they would? Leave your comments below.