Apple Unveils New Apple TV

Tim Cook Apple TV 2015
David Paul Morris/Bloomberg via Getty Images 

Tim Cook, chief executive officer of Apple Inc., speaks about Apple TV during a product announcement in San Francisco, California on, Sept. 9, 2015. 

The set-top box for streaming video first came out in 2007 but has received only minor updates since 2010.

Apple has announced a new Apple TV with a number of updated features.

The device comes with a new remote with capabilities for voice commands using Apple's personal assistant, Siri, and a touch interface to allow for swiping and pressing motions common on iPhones and iPads.

Apple first launched the Apple TV in 2007, but the device has never been much of a priority for the company, especially as it turned its focus on iPhones and iPads. The late Steve Jobs referred to the set-top box as little more than a hobby during an on-stage interview in 2010, noting that the cable operators left little room for innovation. Meanwhile, it has been relegated to a subcategory on the Apple website and the last major update came in 2010 with smaller updates in 2012 and 2013.

At one time, observers expected the Apple TV overhaul to be announced alongside Apple's planned live television streaming service. But Bloomberg reported in August that the launch of the TV service announcement had been pushed to early 2016 due to Apple's slow start in negotiating deals with the broadcasters and cable networks.

The Apple TV announcement was part of a two-hour long presentation from Apple executives on Wednesday, Sept. 9 at the Bill Graham Civic Auditorium. The company also used the event to give updates on the Apple Watch and unveil a new, larger iPad Pro.


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