Apple TV (teaser 001)

Apple made it official yesterday. It will be holding a media event on September 10 where it is expected to unveil two new iPhones and the final version of iOS 7. But are smartphones all that’s on the docket for next week’s event? Perhaps not.

As it turns out, Apple may be planning to unveil a new Apple TV, or similar television-related product at the upcoming presser. A new report shows the company accepted three shipments last month labeled “Set Top Boxes” from a top supplier…

Here’s some notes from the report by global trade intelligence platform Panjiva (via GigaOM):

“On August 25th, Apple received a shipment described as “Set Top Box with Communication Function” from BYD Precision Manufacture in Shenzhen, China.

On August 18th, Apple received another shipment, again from BYD, described as “Set Top Boxes.”

And on August 11th, Apple received its first shipment from BYD of “Set Top Box with Communication Function.”

The three shipments ranged in size from 7 to 18 tons, but unfortunately no other information was given. We don’t know the size or dimensions of the crates, or their contents, and we don’t have a model number. So it’s still unclear what this is.

The site goes on to say, however, that the last time Apple received a shipment labeled “set top box” was in December of last year. The order came from Foxconn, and turned out to be a shipment of third-generation Apple TVs (model number A1427).

Apple TV (Vevo channel)

Here’s hoping this time around it’s an all-new product and not just a normal ATV3 shipment. Though the set-top box has been getting a lot of love on the content front lately—Vevo, WatchESPN, etc.—the device itself is long overdue for an upgrade.

It’s been 18 months since the Apple TV was last updated, and despite the fact that Apple refers to the project as a ‘hobby,’ folks still have high hopes for it. There’s the long-running ‘iTV‘ rumors, and the ongoing speculation of a made-for-TV App Store.

More recently, Apple-insider MG Siegler claimed that Apple is readying a new TV product to launch as early as November. So does that mean it’ll get announced next week, or at the expected iPad event in October? This could get real interesting, real fast.

What do you think?

  • Apanizo2

    I don’t think an Apple TV Display is necessary, it’s going to be over priced for nothing. I am fine without one.

    • Jack Wong

      Cable TV is another big pie, it is as much as a smartphone bill.

  • Pitchy

    I don’t think there is anything wrong or missing from the hardware with the AppleTV3. It outputs at 1080p and no one really has 4K TVs yet. The only possible upgrade I could see would be WiFi at 802.11ac… and that’s not really common place yet.

    I would much rather see them keep the current ATV3 and focus more on the software side… release more apps. Better integrate mirroring, where the iPad or iPhone will recognized the mirrored resolution and output at that resolution… AND MORE, MORE MORE STREAMING CONTENT!!! AppleTV feels obsolete when compared to content of Roku.

  • The TV market is saturated, so I really don’t think we need a new TV company.

    What we need is a “all in one” set top box that can handle not only all kind of tv services (from cable, dtv, satellite, optic fiber, and other technologies) but also mix with Internet services (like AppleTV have already).

    Everything with a unique user interface, easy and fast to use. Something that we don’t need to zapping. Something where our favorite channels can be set as a real time grid. A full controllable EPG to record, notify, our favorite shows.

    That.. that would make a HUGE success for sure. People are tired of using a remote for the TV, other to a TV Box.. other for the (DVD, Bluray..) with crappy software and user interfaces really hard to use and understand.

  • cpotter1122

    “Set Top Box with Communication Function”

    Could this mean FaceTime intergrated into this already amazing device!!!!

    • Or releasing a bluetooth camera compatible with the Apple TV3 and update the software with Facetime and many other apps. That would be, indeed, a really nice upgrade.