Apple has a revamped Apple TV dubbed iTV scheduled to launch this September, sources within the company purportedly told Digg founder Kevin Rose. As previously speculated, iTV would be powered by the iOS operating system, cost US$99, and run apps, just like the iPhone and iPad do.
The Apple TV is long due for an upgrade, but the device is merely a hobby for the company, Apple CEO Steve Jobs revealed in an interview last year. That's about to change, if Rose's comments are accurate.
Rose posted on his personal blog alleged details on Apple's upcoming iTV, saying that the new set-top box will be a game-changing device. Scheduled for release in September, the new iTV would allow you to buy all sorts of apps to run on your TV, including "sharing/streaming/recording apps, interactive news apps, and of course games," Rose says.
Rose believes Apple will integrate iAds in the new Apple iTV, so that content producers can monetize and distribute their content, something that would "eventually destroy the television side of the cable and satellite industry." According to Rose, Apple would also integrate MobileMe services into the iTV, and you would be able to use the iPad as a remote control.
Two weeks ago, Engadget also published information from 'trusted' anonymous sources regarding a new iTV from Apple. The report said the new Apple TV would feature internals similar to the iPhone 4 (such as an A4 CPU and on-board flash storage), but the set-top box won't be able to play full 1080p HD files, rather than just 720p video files.
Apple, as usual, did not release any official information on the next iteration of the Apple TV, or acknowledge whether a new model is in the works. Still, September is not very far away now.