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Apple vowed to revolutionize TV. An inside look at why it hasn't

The  Apple TV set-top box is displayed after a product announcement in San Francisco, California, U.S., on Wednesday, Sept. 9, 2015. Photo: David Paul.

Earlier this month, Apple poached the chief of Amazon's Fire TV unit to run its television operations. Timothy D. Twerdhal brings hardware and content experience to his new gig, and his hiring suggests a renewed focus on the Apple TV set-top box.

Twerdhal's arrival comes as the company tests a new, fifth-generation Apple TV that it may release as soon as this year. Internally codenamed "J105," the new box will be capable of streaming ultra-high-definition 4K and more vivid colors, according to people familiar with the plans...

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