Despite Apple TV's continued decline in sales throughout 2016, the Cupertino firm continues to work on its TV box, as well as its content offering by recently hiring Timothy D. Twerdahl former head of Amazon.com Inc.’s Fire TV unit. He will manage the activities of Apple TV with the objective of extending the quality and quantity of the contents offered on the home TV box. A catalog of content that stagnates due to several failed negotiations with major chains. But content is not enough, and according to a new report from the American newspaper Bloomberg, Apple would test a future version of Apple TV that has the distinctive feature of supporting the 4K . According to Bloomberg sources, this version of Apple TV which has for internal code name "J105" would have as main novelty the diffusion of contents in 4K, but would also offer a better color rendering . More and more users are equipping themselves with 4K screens, hence the need for Apple to work on a TV box that supports this resolution. Moreover, for several generations now the iPhone can shoot in 4K. The Bloomberg report finally mentions that the TV app that was unveiled at the end of last year was originally intended to be a portal for accessing different live content, but this had failed due to negotiations missed with the big chains.