dafman:
I smell gimmick. It will be interesting to see how effective it really is when proper calibrators can put it to the test.
Just saw a website (flatpanelshd.com) that points out:
”It is important to emphasize that Apple TV's 'Color Balance' feature is not a full calibration. While it can compensate for factors like too high color temperature (i.e. picture looks too blue), most TVs will still apply static or dynamic color, contrast, motion and other forms of enhancement, especially with the TV set to its default 'Standard' or 'Vivid' picture mode.”
i.e. Apple are describing this as ‘colour correction’ - not claiming a full calibration.