One of the early criticisms of the Apple TV was that it was unable to purchase content without the use of iTunes on a Mac or PC.
We don't have any solid rumor-intelligence to claim that direct-purchasing from the iTunes store will indeed be added to the Apple TV, and in general dislike speculation in our articles at MacRumors. However, in this case the evidence seems to be clearly adding up to a future software update to Apple TV.
The advent of the WiFi iTunes Store on the iPod touch and soon for the iPhone is perhaps the single largest piece of evidence indicative of Apple's intentions. Also, users will remember Apple TV's 1.1 update contains a curious iTunes Store setting:
The setting appears to have little effect currently, leading to further the idea that the menu is meant for future purposes.
Note: While we were writing this story, LoopRumorsposted claiming to have received word from "reliable" sources that just such an update is coming.
Wednesday March 25, 2026 3:33 pm PDT by Joe Rossignol
Apple this week released tvOS 26.4, and the software update includes a handful of new features and changes for the Apple TV.
tvOS 26.4 is compatible with all Apple TV 4K and Apple TV HD models released since 2015. To update your Apple TV, open the Settings app on the device, navigate to System → Software Updates, and select Update Software.
Below, we have recapped what is new in tvOS...
Tuesday March 24, 2026 10:01 am PDT by Juli Clover
Apple today released tvOS 26.4, the fourth update to the tvOS operating system that came out last fall. tvOS 26.4 is available for the Apple TV 4K and the Apple TV HD, and it comes over a month after Apple released tvOS 26.3.
tvOS 26.4 can be downloaded using the Settings app on the Apple TV. Open up Settings and go to System > Software Update to get the new software. Apple ...
Tuesday March 24, 2026 6:20 am PDT by Tim Hardwick
A coalition of Europe's biggest broadcasters is pushing the EU to bring smart TV platforms like Apple TV and virtual assistants like Siri under the bloc's toughest tech regulation, reports Reuters.
The Association of Commercial Television and Video on Demand Services in Europe (ACT), whose members include Disney, NBCUniversal, Paramount+, and Sky, sent a letter on Monday to EU antitrust...
