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Reports have emerged and they confirm that the new Apple TV is going to be a highly sophisticated device which probably means more features besides an obvious price increase.

The Apple keynote is scheduled for September 9th during which the company is expected to talk about this expensive model. The current generation is exceptionally cheap at just $69 which is quite affordable, giving a tough competition for Roku products and Google Chromecast.

Some claim that it could even cost $199 which if it is, is going to be a disaster for Apple because people no longer enjoy buying premium products. The iPhone is a different story but trade reports confirm that iPad sales are slowing down and smartphones are already premium like at just $199.

The reasons that the Apple TV sport such a huge price tag are elaborated. The device will be powered by an A9 processor, confirmed Macrumors, which should be easily capable of handling 4K content with ease and it comes with a touch sensitive remote control. The box will also support Siri, Apple’s own voice assistant which will play an integral role in entertainment. Just say the name of the movie or television series which the AI voice assistant will find on your behalf to start playing it.

It will run on iOS9 operating system, has its own App store content and much more. The only saving grace is the fact that the 3rd gen Apple TV is going to be available for longer time making it easier for buyers to go for it without having to opt for this expensive model.

Above all this, you may have to pay the $69 only if you have already invested heavily in their ecosystem. If not, there are some amazing options including the Roku 2, 3, Roku stick, Google Chromecast, Amazon Fire TV among many other products in the market to cater to your entertainment requirements.

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