Sources familiar to Apple's plans reported that Apple TV will be scheduled to be overhauled on Sept. 18, the same date for the iOS7 launch.
According to AllThingsD, the new software for Apple TV will include a modified feature of its AirPlay system which allows users to play their iTunes content through a friend's TV.
The main difference is that the new software could recognize other Apple TV boxes and allow them to stream contents that they own, all by using the cloud. The current version requires the Apple TV user to download first the media into their iPads or iPhones, and then pass the content to their TVs. The process is somewhat similar to how Google's Chromecast operates.
In the midst of Apple TV software coming out in the next few days, some are further speculating that an upgraded Apple TV hardware will soon be released possibly by October.
Google's MG Siegler, as reported by Apple Insider, has sparked these rumors after tweeting on his account on Wednesday that Apple is now preparing for the release of a new version of Apple TV hardware in the upcoming weeks.
"I guess those excited about a software refresh in a week are gonna be *really* excited when new Apple TV hardware is unveiled next month," Siegler tweeted.
There were not much more details available but a few analysts like Piper Jaffray of Gene Munster says that the Cupertino-based company is currently working on a feature-packed TV. Although no hard proof or any information leaks have further supported an upcoming release, Apple has also recently received multiple deliveries with labels "Set Top Box" from a popular supplier from China.
These rumors on a new Apple brand of TV sets were said to have started when in 2011, it was reported that Steve Jobs have broken into the secret of how to build an integrated and intuitive device.
