San Francisco: Cuppertino-based technology giant Apple has launched a new enhanced version of the Apple TV, a live streaming set-top box along with a new operating system called TV OS based on Apple's proprietary iOS.

"The future of TV is apps as we are consuming most of our content through apps on a mobile device. The future of TV will be defined by poweful hardware, modern operating system, new user interface, great developer tools and an app store," chief executive Tim Cook said on Wednesday before calling a top executive from the Apple TV team to explain the new product.