New Apple TV Coming – September 10th

Posted by admin on September 5, 2013 under MAC | Comments are off for this article

Apple TV, Apple’s often undervalued streaming box, might receive a refresh on September 10, according to information from Panjiva, an intelligence platform for trade professionals. Moreover, analysts say now is the time for an Apple TV refresh, adding to speculation of an updated model.

The intelligence provider says three bills of lading, shipped to Apple, refer to “Set Top Boxes”–most likely Apple TVs. BYD Precision Manufacturer, the company responsible for the shipments, struck a partnership with Apple a year and a half ago. Panjiva says Apple received a shipment on August 11, 18, and 25; each order refered to a “Set Top Box,” thought to be Apple’s updated Apple TV.

The shipments, delivered curiously close to a September 10 “unveiling,” could also represent Apple’s long-rumored iTV product, described as Apple’s take on the TV; on the other hand, Panjiva says an uninteresting product with an interesting name is also a feasible explanation for the shipments. Nevertheless, Apple has, in the past, sent shipments referred to as “Set Top Boxes,” which indicated a shipment of older Apple TVs.

Though the Apple TV received firmware updates this year, adding new channels–HBO, Sky News, WatchESPN, and The Weather Channel, to name a few–consumers and analysts expect a major refresh soon; the last major refresh was in March 2012 and added 1080p output, better connectivity, and an improved user interface. The firmware updates, though welcome, are small improvements comparatively.

Although Steve Jobs himself considered the streaming box a “hobby,” this past May, Tim Cook, CEO of Apple, said the company sold 13 million Apple TVs in the last year–compare this to Roku, which only sold 5 million units. For Cook, the Apple TV is a worthy investment, and the sales reflect a popular product worth updating. An Apple TV refresh, even one which adds upgraded specifications like an improved A-series chip, would sell millions of units. Due to the timing of the shipments, so close to the September 10 unveiling, and the previous use of the term “Set Top Box,” which referred to previous Apple TVs, it is likely the Cupertino company will unveil a new version of the Apple TV; however, the details of the upgrade remain unknown.

Article Courtesy Of: – London’s Independent Apple Support Service.


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