Confirming earlier reports, Apple unveiled the fourth-generation Apple TV today at its September press event in San Francisco.
The updated device features a more powerful hardware, a new OS, an updated user experience and new developer tools.
Most notably, Apple TV now includes voice control, Siri support, universal search as well as the much-anticipated Apple TV App Store.
Also new is a remote control that includes both a touchpad and motion control.
Noted Apple CEO Tim Cook about the need for apps on the big screen, "over 60% of paid TV consuming is done through an Apple device.
When you experience TV through an app, you realize how much better it can be."
During the demo, the company showed some examples of universal search in action, including suggestions like "Show me movies.
Just the new ones!"
Or "Show me movies with Jason Bateman.
No, Jason Bourne!"