Sep 27, 2017 — by: Mark Reschke
Categories: Apple TV, Competition, Google, Products, Review, Apple Music, Apple Music

Apple_tv_4kReviews are now out for the Apple TV 4K, yet most tech journalists are providing a moderate to slanted review against the new device. What really stands out is how journalists are hypocritically treating the new Apple TV 4K.

Since Roku and others have provided 4K capabilities as early as 2015, Apple has been bashed, lashed and flogged for not providing 4K capabilities in the 4th generation Apple TV. Never mind that there was virtually no 4K content available in 2015. Never mind that 4K TV sales only comprised 10.1% of then entire TV sales mix in 2014. Never mind that the total combination of those that had:

A. Purchased a 4K TV

B. Purchased a 4K streaming device

C. Were Netflix subscibers

D. Watched House of Cards

All .08% of the population that made this combination could enjoy native 4K TV viewing... Never mind any of that, Apple be cursed for not having a 4K Apple TV!

Facts were simply irrelevant to the narrative that Apple TV wasn't 4K like Roku, so Apple TV was worthless. And now that the latest Apple TV has 4K capability?

Suddenly it doesn't matter...

That's right, it doesn't matter. What?!

"If you don’t have a 4K TV, you don’t need the new Apple TV 4K (yet, anyway). The new Apple TV will work on non-4K displays, too, but I’d just recommend getting the less expensive previous generation ($149 vs. $179 for the 4K model), unless you’re considering upgrading to a 4K TV in the future... It’s really only for those who want to buy content from the iTunes store, use an over-the-air tuner to watch broadcast TV (like ABC or NBC), or connect their Macs or iPhones via AirPlay." Buzzfeed 

The attempt is to now convey the idea that 4K is no big deal moving into 2018. Sadly, Buzzfeed is not alone in this narrative. 

"If you’re in that camp and are thinking of buying a new TV in the next few years, there’s a good chance it will be 4K, so you might as well choose the 4K version of Apple TV now. But if it’s longer, a better Apple TV will likely be out by then. The non-4K version will do just fine for now." Associated Press

So exactly what is it that the media wanted? Is it that Apple TV should never have been purchased in the past because it didn't have 4K, or is that a 4K Apple TV shouldn't be purchased today because odds are you don't have a 4K TV yet, and there just isn't that much 4K content out there, so it's no big deal?

Funny how the truth comes out about 4K content availability and TV ownership when it can be skewed to diminish Apple's new streaming box. Yet when Apple TV didn't have 4K capability – back in 2015 mind you – then Apple TV was worthless and you should never buy one. The hypocrisy is stifling.

Perhaps the biggest advancements to Apple TV 4K is its amazing A10 processor found in iPhone 7, and the fact it has Dolby Vision and HDR10 and advanced Siri capabilities. The advanced A10 processor, HDR10 and Dolby Vision technologies deliver buttery smooth video playback, stunning image quality and enhanced gaming experiences, all of which are now the best in the market to-date.

Apple TV 4K has the technology lead firmly in Apple's camp, thus one would expect these same journalists to be fair and objective, bashing Roku, Amazon and Google, for not being on par with Apple TV4K, just as they did Apple's 4th generation Apple TV for not having for 4K, yes? Take a look:

"Now that Apple has included their industry-leading A10 processor for enhanced gaming and 4K streaming, along with upgrading all purchased HD movies 4K at no cost to the Apple TV owner, and included both Dolby Vision and HDR10 for only a few Jackson's more than the competition, it's high-time Amazon, Google and Roku figure out how to play ball, because Apple's got the technology leadership mix in spades." Said no publication – anywhere. 

The new Apple TV 4K is now the best steaming product on market that stands head and shoulders above the current competition, from image quality, speed, Siri capabilities and gaming, Apple Music integration, and, and, and...

Simply put:

Apple TV 4K is winning, and the tech media thinks we're dumb.

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