I understand from a movie watching perspective, as there is an incredibly low amount of 4k content. But what about all the iPhones and iPads that shoot 4k? Drones, action cameras, DSLRs shoot 4k too. I'm a photographer and my boyfriend is a videographer. I would love to be able to airplay my content on a 4k HDR Apple TV. I think there is an incredibly strong reason for Apple to support 4k and HDR. I think it's also important for them to offer 4k iTunes media to make 4k even more accessible. More sources of 4k is exactly what we need.