The rise of 4K TVs is now very much a thing, thanks to dropping prices and shorter upgrade cycles. More and more consumers are switching to 4K and content providers are following suit with better support and more shows and content.

This is why we have Chromecast Ultra, Sky channels in 4K, and Netflix pushing native 4K content. It is also likely why Apple is apparently finishing up on a pretty big update for its Apple TV business, which will bring support for 4K and HDR content to the Apple TV.

This is not a software update, though; quite the opposite, in fact, as word on the street suggests Apple is planning on releasing a brand new Apple TV unit later on in 2017.

Apple has already added a bunch of content and tags for 4K movies and TV shows inside iTunes. At present, you cannot access these. But the fact they’re there tells us Apple is betting big on 4K in 2017/18 and for that to work it will need a 4K-ready Apple TV.

"The tags are showing up on films such as Passengers and Fantastic Beasts and Where to Find Them, which would imply that, if the rumor is true, both Columbia Pictures and Warner Bros. Studios are on board to offer the higher-resolution movies in some way," reports The Verge.

It added: "Since Apple usually announces a slate of new hardware in the fall for the upcoming holiday season, it’s likely that, if there is a new Apple TV on the horizon, we’ll be hearing about it sooner rather than later.”

Apple always announces hardware during the latter part of the year, though it could make an exception for Apple TV, as it is not a true, core product, which means it could launch earlier.

If it’s coming, expect to see it inside either Q3 or Q4. As for price, it will no doubt cost more than the current model, so expected prices to range from anywhere between $200 to $300.