Apple has finally caught up with other manufacturers by announcing a new Apple TV box with which can now stream 1080p.At a launch today in San Francisco the Company also pushed the availability of content for the device  including iTunes  movies and TV shows. Missing from the Australian version will be Netflix, content in HD. Western Digital already has their WD Live TV box that streams 1080p.

Apple claims that the new  iTunes in the Cloud makes it easier for users to access content, TV shows and music with iTunes Matcha” right from iCloud .

Missing from today’s announcement was a faster processor or new Apple TV display screen.

“People are going to love streaming movies and TV shows in 1080p with the new Apple TV, and photos look beautiful displayed at the maximum resolution of your TV,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing.

“Apple TV is easier than ever to use with its new icon-based interface and the ability to access your purchased movies, TV shows and music right from iCloud.”

Apple TV will be available on Friday, March 16 for a suggested retail price of $109 through the Apple online store, Apple’s retail stores and Apple Authorized Resellers.

Apple TV requires iTunes 10.5 or later. Apple TV requires an 802.11g/n Wi-Fi network or Ethernet network, a broadband Internet connection and a HD TV capable of 1080p or 720p and an HDMI cable that is sold separately. iTunes movie and TV show availability varies by country. Second generation Apple TV users can install the new Apple TV user interface via a free software update, available today. Third generation Apple TV hardware is required to play 1080p video.

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