Apple execs are promising “the highest picture quality ever” on their new Apple TV digital media player.

The Apple TV 4K will be compatible with the highest-resolution TVs on the market — called 4K because there are at least 4,000 pixels per line — and support High Dynamic Range viewing, which creates richer colors and deeper contrast, according to senior vice president Eddie Cue.

The company is also working to get Netflix and Amazon originals on its service, he said.

“Now you’ll have the biggest releases and best picture quality for the same price as HD,” Cue said.

Apple will also upgrade shows and movies customers have purchased through the iTunes store at no cost, according to Cue.

The Apple TV launches Sept. 22 for $179.