New Apple TV ads highlight ‘the future of television’: apps

The new Apple TV is the star of the latest set of ads from Apple.

On its official YouTube channel, Apple has just posted five new videos advertising the fourth generation of its set-top box, which was released at the end of last month. Decidedly, the ads place great emphasis on the device’s ability to run apps, which, according to Apple, are “the future of television.”

At just 15 seconds in duration, each ad for the most part features content from a popular third-party app before proceeding to showcase the app grid interface of the new Apple TV. The five apps highlighted by Apple in the five ads consist of the TV subscription service apps Netflix and HBO Now and the perfect-for-the-big-screen games Crossy Road, Asphalt 8, and Disney Infinity 3.0 Edition: Star Wars.

Watch all five ads right here:

If you can’t see the videos embedded above, please click here, here, here, here, and here.

The featured apps and games are available from the Apple TV’s App Store, along with other third-party apps and games for the set-top box. The implementation of a true app store on Apple TV is made possible by the new operating system that powers the device, called tvOS.

The fourth-generation Apple TV also boasts a new touch remote with integrated Siri support.

Expected to be aired on TV over the coming weeks, the new ads come just in time for the holiday shopping season, for which Apple has also recently released its gift guide featuring, of course, the new Apple TV.