Apple is not going to introduce a new set-top box or any other hardware refresh for its Apple TV next week at new iPhone event launch. But a software refresh for the existing Apple TV device is expected though.
Apple is all set for September 10th to hold a new device launch event. It will strongly speculated to be a new iPhone launch event that includes low-cost iPhone 5C and a high-end iPhone 5S. Rumors are also circling about the launch of iOS 7 operating system, new iPads and Apple TV update too. But AllThingsD has clearly rejected the speculation about the launch of new Apple TV hardware next week at launch event. Also new iPad launch is doubted too as many forecasts and speculations points the launch later in the year. But what about Apple TV now?
The recent report by AllThingsD states, "Despite speculation about new Apple TV hardware on the way, Apple won’t be unveiling any new boxes next week, according to people familiar with the company’s plans. That said, the company will be tweaking the software inside its Web TV box." So it's clear that a software update of existing Apple TV version can come on September 10th. But there is no chance now of an all new set-top box by the tech giant. Yet it is announced already by the Cupertino that new update of Apple TV will include iTunes Radio service, the ability to setup an Apple TV over Bluetooth 4.0, and OS X Mavericks multi-display support.
The new Apple TV software update will also unlock iTunes Radio service, multi-display support for OS X Mavericks, Apple’s new Airplay system to watch your iTunes store bought content anywhere via iPhone or other Apple TV device and also new Apple TV set-up ability over Bluetooth 4.0. Apple has already added new content partners for its TV including Vevo, Disney, HBO and ESPN channels etc. This addition is still ongoing. We can expect to see some new content partners during the next week launch event.