Apple TV sneaks out at Apple Store

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What’s this we spot fresh on a branch at the Apple Store? Why it’s Apple TV, ripe and ready to order.

The telly box is currently marked up as shipping in five days time but we’re told it’s also on its way into retails stores as we write.

Meanwhile there’s more on whether we’ll soon be watching hi-def movies courtesy of Apple.

We’ve known since January that the silver streamer will screen 720p hi-def video but as yet there’s been no word on whether the iTunes store would actually be stocking any HD flavour footage.

Well, we’ve still not been given any confirmation but we couldn’t help but notice that the latest iTunes update includes an unpublicised feature to ‘Export to Apple TV’.

Unlike the sub DVD quality videos that iTunes send to iPod, the Apple TV export format is capable of full DVD quality 720×404 and hi-def 1280x720p videos. We’d say that’s a pretty strong hint, wouldn’t you?

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Dan is Editor-in-chief of Stuff, working across the magazine and the Stuff.tv website. Our Editor-in-Chief is a regular at tech shows such as CES in Las Vegas, IFA in Berlin and Mobile World Congress in Barcelona as well as at other launches and events. He has been a CES Innovation Awards judge. Dan is completely platform agnostic and very at home using and writing about Windows, macOS, Android and iOS/iPadOS plus lots and lots of gadgets including audio and smart home gear, laptops and smartphones. He's also been interviewed and quoted in a wide variety of places including The Sun, BBC World Service, BBC News Online, BBC Radio 5Live, BBC Radio 4, Sky News Radio and BBC Local Radio.