14 DAY TRIAL // Bills of lading from the U.S. Department of Homeland Security recently revealed that Apple was receiving large shipments of “set top boxes” in what is a clear reference to the puck-sized Apple TV.
But are these shipments of the current-generation hardware, or is Apple getting ready to announce a new version?
There have always been rumors about the company planning to introduce a television product that also comes with a big screen, but things haven’t progressed very fast in that area for Apple and its partners.
The Cupertino behemoth continues to sell its small $99/€99 TV boxes with great success, and it’s not showing any signs of stopping either.
So it makes sense for the people at Apple to try and boost this “beloved hobby” of theirs with a new-generation Apple TV later this year. And since Google Chromecast and OUYA are settling in people’s living-rooms, Apple doesn’t want to waste any time.
And now there’s another clue that suggests an impending Apple TV refresh this year. Following a recent price reduction, there are no more refurbished Apple TVs on Apple’s online store.
Generally, whenever Apple no longer carries a certain refurb, that product category is getting refreshed. While the Apple TV could certainly be out of stock for the time being, it does entice us to connect the dots and ponder a new refresh.
Perhaps also worth noting is that Apple has opened more content to the Apple TV this year than any other year.
While Apple is having a hard time convincing some of the biggest cable operators to sign deals for content distribution, the Cupertino company is trying new alternatives to work around these issues. And it seems it’s working.
We wouldn’t hold our breath for a September 10 unveiling of the Apple TV, as that show is reserved for the new iPhones and iOS 7. But a potential October event, during which new iPads could also be unveiled, might make for a great venue to announce a new Apple TV as well.