Apple TV Gains New Prominence in Apple Online Store with Valentine's Day Update [Updated]

Apple's storefront went offline last night and returned with a new Valentine's Day theme featuring accents of red and a handpicked shopping guide for gift buyers. Holiday graphics replace the standard stock product photos and updated captions like "Love is in the Air" promote Apple's top products for the Valentine's Day shoppers.

Perhaps the most important update is the new promotion of the Apple TV at the top of the Online Store, giving it similar prominence to Apple's Mac, iPad, iPhone and iPod lines. The new placement for the Apple TV suggests that it's moving out of the "hobby" status that Apple executives have long assigned it.

Previously, the Apple TV was relegated to the iPod section. Last week, it was rumored that Apple was considering adding game support with Bluetooth controllers and a new App Store to the Apple TV, possibly as soon as March.

Carousel

New (Top) and Old Apple Online Store Carousel

Apple has revised its shipping estimates with updated information for those shopping for gifts ahead of Valentine's Day. All products, with the exception of the Mac Pro, currently are in stock and will arrive with free shipping in time for the holiday if ordered before February 5th. Deadlines for 2-3 day shipping and next-day shipping are February 10 and 11, respectively. Engraved items require additional processing and must be ordered one day earlier.

This advertising campaign extends to the company's Apple Store app (iTunes link), which was updated with similar holiday graphics and a curated list of the "Top Valentine's Gifts." The Apple TV gets prominent placement in the app as well, appearing on the home screen just below the iPhone 5s and 5c.

Update: Apple is testing a much improved version of the Apple TV that would utilize existing iOS devices as game controllers, according to a report from 9to5Mac, and the company is also considering combining the Apple TV and AirPort Express products, testing a combined Apple TV and 802.11ac wireless router in order to ensure higher-quality streaming.

The site also says Apple is testing an Apple TV device that can control users' existing cable boxes with an Apple user interface overlaying their existing content. It was reported last year that Apple was in negotiations with cable companies and TV networks to allow customers to skip commercials on recorded shows and Apple would compensate programmers for the lost revenue. The company has also been looking to "erase the distinction" between live and on-demand video content.

Apple has long been rumored to have an improved Apple TV in the works, though there have been a number of conflicting reports over what the device will include. Apple has repeatedly said that it has has a number of new products in the works for 2014, most recently during its quarterly earnings call with analysts yesterday.

Thanks Alan!

Related Roundups: Apple TV, tvOS 14
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

bozzykid Avatar
89 months ago
Adding in router functionality seems like overkill. I could easily see this end up costing $250-$300 if it did. I'm not sure it would be a killer product at that price point. Going from a $99 price point to a much higher price doesn't make much sense to me either.
Score: 9 Votes (Like | Disagree)
Sasparilla Avatar
89 months ago
Give us iTunes extras

Just restore the ability to play iTunes Extras for movies like the original Apple TV still has...
Score: 8 Votes (Like | Disagree)
Ambrose Chapel Avatar
89 months ago
They probably want to highlight it separately so it doesn't get buried with the "declining" iPods
Score: 8 Votes (Like | Disagree)
pgiguere1 Avatar
89 months ago

A router? What if you already have a Time Capsule?

What would be the point of including a router in a Apple TV?

Streaming quality depends more on peering agreements (Netflix stuttering, etc.)

Bandwidth decreases a lot with distance. Those benchmarks (http://www.tekrevue.com/pure-speed-2013-802-11ac-airport-extreme-benchmarks/) revealed the latest AirPort Extreme (802.11ac)'s bandwidth is reduced by over 65% just by going to another room on the same floor.

This would allow greater bandwidth, of course as long as the content provider can deliver high bandwidth too. If this is your primary router, you'd effectively only be limited by your raw Internet speed (unless you have >1Gbps), and latency could be reduced too.

If true, Apple may be doing this so they can provide 4K content without too much compression. Netflix said they would start airing 4K content as soon as the first half of this year.

If you already own an AirPort router, you can configure an extended network (http://support.apple.com/kb/HT4259) using AirPort Utility so that both routers are used at the same time to offer optimal speed and range.
Score: 5 Votes (Like | Disagree)
Benjamins Avatar
89 months ago

Apple was in negotiations with cable companies and TV networks to allow customers to skip commercials on recorded shows and Apple would compensate programmers for the lost revenue


This is the dumbest idea ever.
Score: 5 Votes (Like | Disagree)
wlossw Avatar
89 months ago
I'd say that they are just as likely to build a router into an iMac, or a mac mini. It just doesn't make any sense. You want to be able to put your apple tv near your television set, putting a router in it just limits your placement options. And besides apple already makes a router that works perfectly fine.

As far as I'm concerned wifi is to flakey in a crowded wireless area for heavy streaming anyway, which is why my 4 apple tvs are connected by ethernet or power line AV.
Score: 5 Votes (Like | Disagree)

Top Stories

0 Deals Hero

Black Friday 2020: Best Apple Deals to Plan For

Saturday November 21, 2020 10:00 am PST by
In the lead-up to Black Friday next week, we've been putting a spotlight on the best deals coming from various retailers like Best Buy and Walmart. In an effort to further prepare our readers for the best Black Friday deals, we're breaking down what we think should be on your radar for Black Friday in 2020. Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
m1 mac mini vignette

Apple Lists M1-Based Mac Mini Logic Boards With 10 Gigabit Ethernet in Internal Parts Ordering System

Friday November 20, 2020 9:32 am PST by
While the new Mac mini with the M1 chip is only available with Gigabit Ethernet, Apple has listed multiple M1-based Mac mini logic boards with 10 Gigabit Ethernet in an internal parts list for Apple Authorized Service Providers. For every Mac mini logic board with Gigabit Ethernet in the parts list, obtained by MacRumors, there is a corresponding logic board with 10 Gigabit Ethernet:...
new m1 chip

Craig Federighi: Native Windows on M1 Macs is 'Really up to Microsoft'

Friday November 20, 2020 11:57 am PST by
Following the release of the M1 Macs Apple executives have been doing interviews with a range of publications, and today, Ars Technica published another interview with software engineering chief Craig Federighi, hardware technologies lead Johny Srouji, and marketing VP Greg Joswiak. Much of the interview focuses on topics that the three have already covered in prior discussions, but there is ...
14

Apple Releases iOS 14.2.1 With Fix for Text Message Bug and iPhone 12 Mini Lock Screen Issues

Thursday November 19, 2020 10:16 am PST by
Apple today released iOS 14.2.1, a bug fix update that comes two weeks after the launch of iOS 14.2 and is available for Apple's new iPhone 12 models. The iOS 14.2.1 update can be downloaded for free and it is available on all eligible devices over-the-air in the Settings app. To access the new software, go to Settings > General > Software Update. According to Apple's release notes, iOS...
Walmart November Deals Hero

Black Friday Spotlight: Walmart Will Have AirPods Pro Down to Lowest Price of $169, and More Apple Deals

Thursday November 19, 2020 8:05 am PST by
We've been tracking early Black Friday deals in our dedicated Black Friday Roundup, and in an effort to prepare our readers for the big shopping event we're highlighting sales store-by-store in the lead-up to November 27. Note: MacRumors is an affiliate partner with Walmart. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. Next ...
apple leather sleeve

Leather Sleeve for iPhone 12 Models Now Available From Apple

Friday November 20, 2020 12:16 pm PST by
Apple today began selling the Leather Sleeve for the new iPhone 12 models, with the accessory having first been announced alongside the updated iPhones in October. Priced at $129, the Leather Sleeve is not a case and is designed to be removed when the iPhone is in use. It features a cutout at the front that displays the time, and it comes with a matching leather strap. According to Apple, it ...
iOS14AntitrackFacebookSadfeature

Apple Confirms Commitment to App Tracking Transparency in Letter Condemning Facebook's Data Collection [Updated]

Thursday November 19, 2020 11:58 am PST by
Apple in iOS 14 is planning to introduce a new App Tracking Transparency feature that will let users know when companies want to track them across apps and website. Following outcry from developers like Facebook and ad networks unprepared for the change, Apple delayed the implementation of the anti-tracking functionality until early 2021. Eight civil society organizations recently sent a...
maxresdefault

CrossOver Allows x86 Windows Apps to Run on Apple M1 Macs

Wednesday November 18, 2020 6:07 pm PST by
Codeweavers posted a blog post and video tonight showing off CrossOver running on an Apple M1 MacBook Air. This video shows Team Fortress 2 running on a new M1 MacBook Air: CrossOver is software (based on Wine Project) that runs Microsoft Windows apps on the Mac by translating Windows APIs into their Mac equivalents. The Codeweavers team was able to run the current version of CrossOver on...
macbookpro13large

Apple Offers Instructions on What to Do if macOS Big Sur Causes Installation Errors on 2013 and 2014 MacBook Pro

Thursday November 19, 2020 6:12 pm PST by
Following the release of macOS Big Sur last week, a number of 2013 and 2014 MacBook Pro owners found that the update bricked their machines. Affected users saw their Macs get stuck displaying a black screen after attempting to install the new software. Apple has now addressed this issue in a new support document that provides instructions on what to do if macOS Big Sur can't be installed on...
128gb m1 macbook air education cropped

$799 M1 MacBook Air With 128GB Storage for Education Institutions Spotted Online

Friday November 20, 2020 5:15 am PST by
A new configuration of the M1 MacBook Air with 128GB of storage and a lower $799 price has today been spotted on Apple's U.S. Education Institution Hardware and Software Price List. The M1 MacBook Air is only available with 256GB, 512GB, 1TB, or 2TB of storage. There is currently no 128GB configuration on the Apple Store. However, Reddit user "u/dduci97" noticed that Apple has listed...