Today, Apple announced the fourth generation of their Apple TV. Beyond the hardware, the bigger news about today’s Apple TV is not what’s inside but what it can do. Most notably, Apple TV is now running a TV-optimized version of iOS, which allows it to offer Siri support. This allows users to take advantage of voice-based searches, including Apple’s “Proactive” search that will allow for system-wide search. Universal search, a useful feature found on competing connected-TV platforms like Roku, is now enabled on Apple TV.
Apple CEO Tim Cook talked about the need for apps on the big screen stating, “Over 60% of paid TV consuming is done through an Apple device. When you experience TV through an app, you realize how much better it can be.”