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Finally, Apple gets serious to redefine TV experience as we know it

By Ajeet Bharti

San Francisco: Often being accused of treating its TV business as a hobby, the technology giants from Cupertino did what they do best: take a product and re-imagine it in unheard ways.

Apple launched a new version of the Apple TV which has a brand new operating system, TV OS as well as a refreshing UI which is easy on eyes. The new touch sensitive remote is another novelty as well as a new way of interacting with TVs in living room.

“The future of TV is apps as we are consuming most of our content through apps on a mobile device. The future of TV will be defined by poweful hardware, modern operating system, new user interface, great developer tools and an app store,” chief executive Tim Cook said on Wednesday.

Touch, Siri on new Apple TV remote

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Apart from an unimaginable App Store on TV which allows for multiplayer gaming with remote, iPhone or iPod Touch to compete, the remote includes Apple’s voice assistant Siri, found on iPhone, iPad and iPod Touch.

“We wanted to give the touch experience on your TV as you would interact with your iPhone or iPad. The remote has a glass surface on the top which let you control the TV,” Apple’s chief of iTunes, content and Internet software, Eddy Cue, said as he showed off the Apple TV’s new remote which has a few physical button, a glass touch surface area and built-in mic for voice control and navigation via Siri.

“There is also a Siri (voiced-based) search button on the remote which lets the user talk to the TV and pull out any content of their liking. The voice-search is intuitive and advanced and lets users search for news at the bottom of the screen without disturbing the content playing on the TV,” he added.

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At present, Apple TV has content from iTunes, Hulu plus, Netflix and HBO. However, it will add more sources for content and developers will bring native apps for the new TV experience.

The new Apple TV has a 64-bit A8 chip. Don’t worry for the remote batteries. The remote lasts for three months on a single charge as it uses Bluetooth 4.0 technology to interact with Apple TV.

The new upgraded Apple TV priced would be available starting late October. The 32GB variant will be available at a price of $149 and the 64GB will come at a price of $199.

The new Apple TV will launch in 80 countries and would be sold in 100 countries by the end of the year.

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