Apple TV charger cord
Why would apple include a lighting to usb power cord with the new Apple TV HD and not the lighting to usb-c cord that you could plug into the back of the apple tv box?
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The cable is for charging the remote. Not to be connected to the Apple TV box.
Try to charge it as described in these instructions: Charge your Siri Remote - Apple Support
Charge by connecting to a power adapter in an AC socket, or directly to a computer, using the bundled Lightning-to-USB cable. The Siri Remote takes about three hours to fully charge. The are no indicators on the remote that it is charging, but you can monitor the battery charge level on screen.