Here Comes The Long Awaited New Apple TV ➝

Just a few days after the Wall Street Journal claimed that Apple was building an online TV service, John Paczkowski reports that Apple is also preparing to announce new Apple TV hardware:

And now sources familiar with the company’s plans tell BuzzFeed News that a successor to its dusty and recently discounted Apple TV set top box is headed to market as well. Apple intends to show the device off at its annual World Wide Developers Conference in June along with a long-awaited App Store and a software development kit to help developers populate it.

I hadn’t written about the WSJ rumor because I’m still a bit skeptical about their “people familiar with the matter.” But, if Apple was working on a $30-40 television service then launching it alongside a new Apple TV sounds like the way to do it.

The Apple TV has always felt a little neglected by Apple, but I wonder if the company’s other products have reached a level of maturity that would allow for them to dedicate more time to their set-top box. I’ve been dreaming about an App Store for the Apple TV since it was announced for the iPhone in 2008 and it looks like it will finally see the light of day.

It’s worth noting — as John Gruber points out — the obvious foreshadowing of new Apple TV hardware with their “starting from $69” slide that announced the device’s price cut at the Spring Forward event earlier this month.