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Apple Vowed to Revolutionize Television. An Inside Look at Why It Hasn’t

The company is testing a new Apple TV capable of streaming ultra-high-definition 4K. It may not be enough to take on Amazon and Roku.
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Why Hasn't Apple Revolutionized TV Yet?

Earlier this month, Apple Inc. poached the chief of Amazon's Fire TV unit to run its television operations. Timothy D. Twerdhal brings hardware and content experience to his new gig, and his hiring suggests a renewed focus on the Apple TV set-top box.

Twerdhal's arrival comes as the company tests a new, fifth-generation Apple TV that it may release as soon as this year. Internally codenamed "J105," the new box will be capable of streaming ultra-high-definition 4K and more vivid colors, according to people familiar with the plans.