Apple Readying 4K Box

Filling a gap in its video arsenal, Apple is expected to introduce a new Apple TV device next month that will enable streaming in 4K and High Dynamic Range, Bloomberg first reported.

That device, along with a new lineup of iPhones and a new smartwatch with an integrated LTE chip, will also be unveiled at an event set to take place on September 12, according to The Wall Street Journal.

pdate:Apple announced that it will hold an event on Sept. 12 at 10 a.m. PT at the Steve Jobs Theater (on the new Apple Park campus). 

The CE giant introduced its current, fourth-gen Apple TV box (along with a touch- and voice-based remote) in September 2015.

RELATED: Apple Launches New Apple TV

Apple has been in catch-up mode with respect to 4K, a format already supported by streaming rivals such as Roku, Amazon and Google. 

Apple, which has a major original content initiative underway, also appears poised to introduce a new model as it continues to fall behind in the OTT media player market.

RELATED: Apple to Spend $1B Annually on Original Programming

Last week, Parks Associates said Roku is in the driver’s seat, with 37% of U.S. homes owning and using a Roku device, ahead of Amazon’s Fire TV (24%), the Google Chromecast (18%), and Apple TV (15%). Roughly 45% of U.S. broadband homes own a smart TV, according to the research firm.

Bloomberg said the new Apple TV will be part of a “major product blitz” being planned by Apple.