Apple uploads Apple TV firmware to their servers.
The new $99 Apple TV is set to arrive at customers this week. Evidence that the Apple TV runs iOS has been spotted before, but now there is proof. Apple has released according to MacRumors the firmware for the Apple TV and it is a iOS 4.1 version.
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This firmware is only interesting in case you would need to restore an Apple TV and of course jailbreakers will want to get their hands on it.
The important part here is that Apple can enable apps for the Apple TV down the road. Right now Apple did not announce anything in that direction.
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The new Apple TV has built-in HDMI, Wi-Fi, Ethernet and an internal power supply for easy set-up. The Apple TV is also key to the new AirPlay feature that will be available in iOS 4.2 coming this November. Update: This Apple TV firmware has already been jailbroken.