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The product is facing intense competition. Rivals have introduced a litany of new systems while Apple has only made minor changes to the Apple TV since 2015. Those changes include adding 4K output and years of mostly incremental annual software updates.
Apple TV buyers get access to exclusive services like the new Fitness+, the Arcade gaming service, Apple Music and Apple Podcasts and their iCloud photo libraries.
For next year, Apple is planning an upgraded box with a stronger gaming focus, an updated remote and a new processor.
To read the rest of the Bloomberg article, click here.
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