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 Roundup: Apple TV
Buyer's Guide: Apple TV (Buy Now)

Top Rated Comments

bozzykid Avatar
120 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
120 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
120 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
120 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
120 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
120 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)

Popular Stories

iOS 16

Apple Releases iOS 16.4 With New Emoji, Safari Web Push Notifications, Beta Changes, Voice Isolation for Calls and More

Monday March 27, 2023 10:03 am PDT by
Apple today released iOS 16.4, the fourth major update to the iOS 16 operating system that initially came out last September. iOS 16.4 comes two months after the launch of iOS 16.3, an update that added Security Keys for Apple ID. iOS 16‌.4 and iPadOS 16.4 can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. It can take a few minutes...
iOS 16

iOS 16.4 Will Add These 8 New Features to Your iPhone

Sunday March 26, 2023 8:06 am PDT by
Following nearly six weeks of beta testing, iOS 16.4 is expected to be released to the public as soon as this week. The software update includes a handful of new features and changes for the iPhone 8 and newer. To install an iOS update, open the Settings app on the iPhone, tap General → Software Update, and follow the on-screen instructions. Below, we have recapped eight new features and...
apple mixed reality headset concept by david lewis and marcus kane

Some Apple Employees Seriously Concerned About Mixed-Reality Headset as Announcement Draws Closer

Sunday March 26, 2023 8:25 am PDT by
Some Apple employees are concerned about the usefulness and price point of the company's upcoming mixed-reality headset, The New York Times reports. Apple headset concept by David Lewis and Marcus Kane Initial enthusiasm around the device at the company has apparently become skepticism, according to eight current and former Apple employees speaking to The New York Times. The change of tone...
iOS 17 on Phone Feature

Gurman: iOS 17 to Provide Several 'Most Requested Features'

Sunday March 26, 2023 6:05 am PDT by
Apple changed the strategy for iOS 17 later in its development process to add several new features, suggesting that the update may be more significant than previously thought, Bloomberg's Mark Gurman reports. In January, Gurman said that iOS 17 could be a less significant update than iPhone updates in previous years due to the company's intense focus on its long-awaited mixed-reality...
apple tv 4k red image

Apple Releases tvOS 16.4 for Apple TV 4K and Apple TV HD

Monday March 27, 2023 10:00 am PDT by
Apple today released tvOS 16.4, the fourth major point update to the tvOS 16 operating system that came out last September. Available for the Apple TV 4K and Apple TV HD, tvOS 16.4 comes two months following the release of tvOS 16.3. The tvOS 16.4 update can be downloaded over the air through the Settings app on the ‌‌‌‌Apple TV‌‌‌‌ by going to System > Software Update....
Steve Jobs Theater dusk

Apple Reportedly Demoed Mixed-Reality Headset to Executives in the Steve Jobs Theater Last Week

Sunday March 26, 2023 5:53 am PDT by
Apple showcased its mixed-reality headset to the company's top 100 executives in the Steve Jobs Theater last week, according to Bloomberg's Mark Gurman. In the latest edition of his "Power On" newsletter, Gurman explained that the "momentous gathering" is a "key milestone" ahead of the headset's public announcement planned for June. The event was intended to rally Apple's top members of...
Apple Music Classical

Apple Explains Why It Launched an iPhone App Dedicated to Classical Music

Monday March 27, 2023 8:54 pm PDT by
Apple today published a support document explaining why it decided to release a standalone Apple Music Classical app for classical music. In short, Apple says the app was designed to support classical music's complex metadata:Classical music is different. It has longer and more detailed titles, multiple artists for each work, and hundreds of recordings of well-known pieces. The Apple Music...
iPhone 15 Pro Buttons CAD Leak

iPhone 15 Pro Low-Energy Chip to Allow Solid-State Buttons to Work When Device is Off or Out of Battery

Wednesday March 29, 2023 1:54 am PDT by
The iPhone 15 Pro and Pro Max will use a new ultra-low energy microprocessor allowing certain features like the new capacitive solid-state buttons to remain functional even when the handset is powered off or the battery has run out, according to a source that shared details on the MacRumors forums. CAD-based render of new solid-state buttons on iPhone 15 Pro models The source of this rumor is ...