It seems that reports of an Apple TV delay were a little premature, with Apple CEO Tim Cook confirming that the set-top box will launch as promised.

During an on-stage interview at the Wall Street Journal’s WSJDLive event, Apple’s CEO commented on the rumours, stating clearly that customers will be able to pick up the fourth generation Apple TV as planned.

Customers will be able to pick up the Apple TV on October 26, with the CEO not mentioning any restrictions regarding online and in-store purchases – something 9to5Mac believed there would be earlier this month.

Speaking more about television in general Tim Cook agreed with Netflix’s CEO Reed Hastings, with Apple’s chief stating that the TV experience is a decade behind the iPhone and in much need of modernisation.

Apple’s fourth-generation TV set-top box will launch in the UK on Monday, although pricing has yet to be revealed.

It will be the first set-top box from Apple to offer App developers the chance to expand the offerings on the platform – with games and Apps both making the jump from the iPhone and iPad to the TV. Apple’s voice assistant Siri will also be front and centre.

Despite a hotly anticipated launch, since Apple’s announcement the competition have stepped up their game; with both Amazon and Roku revealing 4K-compatible set-top boxes.

More from Apple

New Apple TV Has Siri, Apps & Games But No 4K

Apple TV (4th Gen) Supports Wireless Speakers, Special Night Mode

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