As expected, Tim Cook just announced a new Apple TV with a brand new UI and 1080p support in tow.

The rumors have been swirling about the Apple TV refresh for some time now, and they ultimately proved to be true.

With the new Apple TV comes 1080p support for iTunes in the Cloud, which means you can re-download all of your purchased content in 1080p for free.

The device, apparently, will look externally similar to the existing product from what we can tell.

The new Apple TV will be available for $99 on March 16th, a week from today. Pre-orders start today.

What do you think?