I suspect this will be the monitor Apple runs in their stores to replace the Sharp 32" they currently use, unless they have some sort of special marketing deal with Sharp. Unlike most 4K displays, the Sharp 32" 4K runs at native 3840x2160 (non-HiDPI) resolution when set to "Best for Display" in Display Preferences and this one will likely run the same way. Personally, I prefer to run dual HiDPI 4K displays, but there's no denying a lot of users just want the real estate rather than Retina sharpness and Apple is very particular in physical DPI on their displays, so 40" is pretty much exactly what they'd prefer an unscaled 4K display to be sized at.