Although Apple has always taken it very calmly, it seems that Apple TV continues to be a fundamental device in its ecosystem, at least that is what Tim Cook has stated on several occasions, not because of its sales, but because of the associated consumption via iTunes. The 4th generation Apple TV hit the market in 2015, three years after the 3 generation model and it had become quite dated.
However hit the market without support for 4k and HDR content, something that many users did not quite understand being a device that by hardware could reproduce it without any problem. It seems that Apple wanted to offer these options in a new Apple TV that could see the light soon.
The main novelty that it brought us was related to its own application store, a store that allowed us to install applications as if it were an iPhone or iPad, ideal for enjoying the favorite games on the big screen of our home. The next version of Apple TV could be falling, as a user from the United Kingdom has found in their purchase history, it would be beginning to reach agreements with distributors to offer content in 4k and HDR quality.
Currently Apple only offers the content in 720p and 1080p quality, both at different prices. By adding this new content, Apple would expand the rental options but also would force Apple TV users to purchase a new device that supports this type of content, the ace up its sleeve that Apple kept when it introduced the fourth generation model, a model that is perfectly compatible with 4k content, has HDMI version 1.4 compatible with this content, but that is covered by software.