20th Century Fox, Lionsgate, Universal, Paramount, Sony Pictures and Warner have signed on to upgrade their films to 4K resolution across iTunes.
The Apple TV will also be allowing you to stream live media channels including sports and news channels.
As expected Apple announced availability of 4K and HDR-enabled iTunes videos. It's been in beta over the summer, and tvOS 11 launches alongside the new Apple TV in September - take a look at our tvOS 11 round-up for more information. For $179, you can buy one with 32GB of onboard storage, while $199 will get you 64GB of internal storage.
Apple has upgraded its Apple TV set-top box to handle higher-quality video as competition from Amazon.com, Roku and Google heats up in the living room. Interestingly, Apple's specs page doesn't mention a USB-C port on the Apple TV 4K, which leads me to wonder how developers are supposed to interact with it.
Inside the Apple TV 4K is A10X Fusion, the SoC the company previously used in its mammoth iPad Pro tablet.
The Apple TV 4K is also getting support for Amazon Prime Video before the end of the year, and the iPhone maker said it's actually teaming up with Netflix to create more 4K titles.
Also, crucially, although most TVs these days include streaming apps, a lot of them suffer from a level of support that is questionable at best. This delivers two times the performance over the 2015 model and grants four times the GPU performance - at the keynote event, Apple demonstrated how the Apple TV 4K could smoothly run games.
The other big software change is Apple's TV app, and the latest version will be available in the United Kingdom on Apple TV, iPhone, and iPad by the end of the year.