Nwe Apple TV, See You In September

    The new Apple TV set-top box will be released in next month, the report said.
    It’s a significant overhaul of the diminutive set-top box, which hasn’t seen a material refresh since 2012, and one that Apple hopes will inspire a big upgrade cycle through the annual winter holiday consumer binge.

    The new Apple TV will be thinner and sleeker, as well as feature an improved remote with touch-pad, increased storage and an operating system featuring Siri, according to sources cited by BuzzFeed. It will also reportedly be launched with its own App Store and a software development kit for application developers.
    While launching new Apple TV hardware apart from a new subscription TV service might seem counterintuitive, it does make strategic sense if Apple doesn’t yet have the deals in place to field such a service. Certainly, Apple doesn’t need to debut the two things together. By rolling out the new Apple TV and SDK ahead of the service, Apple is giving developers some lead time to develop compelling apps for the device — and taking good advantage of a holiday shopping season that will likely drive sales, further growing the Apple TV installed base to which it will someday sell streaming service subscriptions, however, would mark its first refresh since 2013.