Apple Introducing New Apple TV Box in April for Holiday Launch, Still Talking With Time Warner Cable

Apple is planning to introduce a new Apple TV set-top box in April according to Bloomberg, but the report says Apple would not begin selling the box for months. Apple is also in talks with content providers including Time Warner Cable to provide TV shows and other media. The new box is said to include an upgraded processor and a revamped interface. The current Apple TV UI is getting a bit unwieldy as the company has continued to add new content channels over the past year.

Time Warner has been in talks with Apple for well over a year and the company has said it would be willing to give control of the customer-facing user interface over to Apple. Bloomberg reported last July that Apple and Time Warner were close to a deal.

apple_tv_2012_interface

Apple is aiming to have the device available for sale by the Christmas holidays, though the release date could change because the company is still in the process of securing new agreements with programming and distribution partners, said two people, who asked not to be identified because the plans are private.

Earlier this week, a reference to new Apple TV hardware was discovered in a recent release of iOS 7 and rumors have suggested that a new Apple TV could see added support for apps and Bluetooth game controllers in the next few months. At the end of January, the Apple TV received new prominence on the Apple Online Store, suggesting the platform could be developing into more than just a "hobby".

The long delay between the introduction of the new Apple TV box and its public launch would be unusual for Apple, which prefers to announce and release products in a short time period. Apple has only had long lead times between announcement and release for major new product releases -- the iPhone debuted six months before it's public launch owing to the unique FCC permitting process for new cell phones, and the iPad was presented more than two months before it first went on sale. The new Mac Pro was previewed six months before its final release as well.

It's possible that Apple will introduce a new App Store platform for the Apple TV, with the delay giving developers time to build new apps for the device.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Caution)

Top Rated Comments

Caliber26 Avatar
133 months ago
please stop announcing products months before shipment. its just annoying.

I don't mean to sound rude, but why do you come on MacRumors? This site mostly focuses on news and rumors of future products that are not confirmed by Apple.
Score: 19 Votes (Like | Disagree)
OllyW Avatar
133 months ago
great news

Only if you live in the USA. :(
Score: 18 Votes (Like | Disagree)
kwikdeth Avatar
133 months ago
please stop announcing products months before shipment. its just annoying.
Score: 11 Votes (Like | Disagree)
BJMRamage Avatar
133 months ago
haha...
April Fools
Score: 11 Votes (Like | Disagree)
osx11 Avatar
133 months ago
a la carte is a dream, abandon all hope

disney, discovery, viacom and every other content owner tells the cable companies to buy all their channels or don't offer them. best you can get is smaller bundles of channels that i'm seeing on cablevision now

Or just change habits, and watch free 1080i OTA channels. You get local channels, plus NBC, ABC, CBS, FOX all in HD for $0.00/month. And everything else you can probably do something more useful than watching TV. Like reading a book, being with your family, playing board games with kids, getting some exercise, etc......
Score: 9 Votes (Like | Disagree)
tommyboy21 Avatar
133 months ago
Announcing in April for a "Holiday" (end of year) release?!? Something sounds fishy to me.
Score: 9 Votes (Like | Disagree)

Popular Stories

iOS 18 Siri Integrated Feature

iOS 18 Will Add These New Features to Your iPhone

Friday April 12, 2024 11:11 am PDT by
iOS 18 is expected to be the "biggest" update in the iPhone's history. Below, we recap rumored features and changes for the iPhone. iOS 18 is rumored to include new generative AI features for Siri and many apps, and Apple plans to add RCS support to the Messages app for an improved texting experience between iPhones and Android devices. The update is also expected to introduce a more...
iPhone 16 Camera Lozenge 2 Colors

iPhone 16 Plus Rumored to Come in These 7 Colors

Wednesday April 10, 2024 3:52 am PDT by
Apple's iPhone 16 Plus may come in seven colors that either build upon the existing five colors in the standard iPhone 15 lineup or recast them in a new finish, based on a new rumor out of China. According to the Weibo-based leaker Fixed focus digital, Apple's upcoming larger 6.7-inch iPhone 16 Plus model will come in the following colors, compared to the colors currently available for the...
apple silicon feature joeblue

Macs to Get AI-Focused M4 Chips Starting in Late 2024

Thursday April 11, 2024 10:10 am PDT by
Apple will begin updating its Mac lineup with M4 chips in late 2024, according to Bloomberg's Mark Gurman. The M4 chip will be focused on improving performance for artificial intelligence capabilities. Last year, Apple introduced the M3, M3 Pro, and M3 Max chips all at once in October, so it's possible we could see the M4 lineup come during the same time frame. Gurman says that the entire...
top stories 13apr2024

Top Stories: M4 Mac Roadmap Leaked, New iPads in Second Week of May, and More

Saturday April 13, 2024 6:00 am PDT by
Apple's hardware roadmap was in the news this week, with things hopefully firming up for a launch of updated iPad Pro and iPad Air models next month while we look ahead to the other iPad models and a full lineup of M4-based Macs arriving starting later this year. We also heard some fresh rumors about iOS 18, due to be unveiled at WWDC in a couple of months, while we took a look at how things ...
new best buy blue

Best Buy Opens Up Sitewide Sale With Record Low Prices on M3 MacBook Air, iPad, and Much More

Saturday April 13, 2024 7:41 am PDT by
Best Buy this weekend has a big sale on Apple MacBooks and iPads, including new all-time low prices on the M3 MacBook Air, alongside the best prices we've ever seen on MacBook Pro, iPad, and more. Some of these deals require a My Best Buy Plus or My Best Buy Total membership, which start at $49.99/year. In addition to exclusive access to select discounts, you'll get free 2-day shipping, an...