Apple has just unveiled at the new Steve Jobs Theater the latest iteration of its set-top unit, Apple TV 4K. Aside from the 4K capabilities of the digital media player, the device also features Dolby Vision support as well as high dynamic range. In taking advantage of sharper 4K displays, the device features a redesigned menus and screens.

New set-top unit with Apple A10X processor

According to Apple, its latest set-top box is powered by the Apple A10X processor. The Cupertino based tech company made it known that its Apple TV 4K will have a number of content partnerships.

Apple's SVP of Internet Software and Services, Eddy Cue, made it known that major Hollywood studios will bring 4K motion pictures to the iTunes Store, and consumers who have already purchased eligible high definition movies will automatically be upgraded to 4K HDR for free.

The latest set-top box will also come along with news as well as live sports, which are showcased on the device’s homepage. The 32GB variant of the new digital media player costs $179, while the 64GB model will have a $199 price tag. Apple’s latest set-top box will start shipping on September 22.

Meanwhile, the company also announced its latest smartwatch, the Apple Watch Series 3. Apple’s COO, Jeff Williams, made it known that the new wearable features a built-in LTE cellular support.

Features of the smartwatch

According to PC Mag, the Apple Watch Series 3 is powered by a dual-core S3 processor, paired with a custom W2 wireless chip. The smartwatch will allow its user to play 40 million songs. The Apple Watch Series 3 features an improved Siri AI personal assistant.

The smartwatch will run on the WatchOS 4 operating system.

The new wearable will be available in different color options - new gold aluminum finish and space gray aluminum or silver. The gadget is expected to be compatible with the AirPower charger. The Watch Series 3 is equipped with a SIM card, WeChat support as well as Skiing and snowboarding apps. The battery life of the device lasts up to 18 hours.

The GPS + Cellular variant of the new wearable will have a $399 price tag in the United States, while the GPS only model will cost $329. However, both models will come along with new upgrades, such as enhanced water resistant and barometric altimeter. The GPS + Cellular model introduces a special red Digital Crown as well as an exclusive Explorer watch face.

The pre-orders for the new wearable will start on September 15 and shipping will kick off on September 22.