Reason 1: There is a new API. Developers need time to make Apple TV apps. Reason 2: There is no single part of the new Apple TV 4 that has leaked.
Apple is expected to reveal the new Apple TV 4th generation at the September 9 media event.
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Apple will unveil the iPhone 6S and iPhone 6S on September 9 and start ship it a week later. Almost all components of the iPhone 6S have leaked and we almost can assemble a complete iPhone 6S with these.
If Apple unveils the Apple TV 4 at the media event in the Bill Graham Civic Auditorium as well next week, why are there no leaked parts?
According to the latest rumors the new Apple TV starts shipping in October. If true, Apple's partners would already be building the device to ramp up inventory for the launch.
The lack of leaked components puts a big question mark on the Apple TV release in October.
At this point we question if the Apple TV 4 will go on sale this year. Here is the biggest reason for this. Apple is introducing an Apple TV specific API for developers. Usually Apple gives developers several months to create apps specifically for a new device.
According to this hypothesis the Apple TV 4 will not launch in October. Apple likely ships the new Apple TV early 2016 or even Spring 2016. This would also sync then up with the rumored TV subscription service that is supposed to be ready in early 2016.
If Apple is releasing the new Apple TV in October than the company has worked in secret with developers to develop the initial Apple TV app line-up.
The new Apple TV will support the App Store, Siri and come with a new re-designed remote wit motion sensors according to the rumor mill.
Gaming could become a huge topic on the new Apple TV. This is another reason why Apple is not launching the new Apple TV box this year. Game developers need time to develop games that work with the new motion sensor Apple TV remote.
A rumor over the weekend said that Apple is pricing the Apple TV 4 at $149 or $199. It would be the cheapest TV game console on market. The new Apple TV could stab Microsoft, Sony and Nintendo in back when it comes out. This is though only the case if Apple lines up a serious Apple TV game line-up.
See also the Apple TV pricing since its introduction in 2007.