Rumours that Apple TV is "just about to get a major upgrade" have been swirling around the ailing device for years. The current generation of the small black set-top box was released in March 2012 and has seen several price drops as it struggled to maintain market share against challenges from Amazon Fire TV, Google Chromecast and Roku.
So if there is an update, how will it differ from its predecessors?
Original content
Apple is reported to have made an audacious but unsuccessful bid for
Jeremy Clarkson's new car show, which ultimately ended up going to Amazon Prime. But some industry analysts said that even the fact that the company pitched for the programme was a signal of intent.
At the
Apple Watch launch event in March, Apple CEO Tim Cook said the company was already in talks with entertainment giants Walt Disney and 21st Century Fox to launch an online streaming TV service.
"Apple TV will reinvent the way that you watch television," Cook promised. "This is just the beginning."
Producing original content would be a "major step" for Apple, says technology news site
Alphr: "For Apple, original programming makes a lot of sense… it fits in with the approach the company had with Apple Music. Although it hasn't launched its own record company, it did hire Zane Lowe to set up Beats 1 to give Apple Music something more than just the same catalogue everyone else has. Hiring 'talent' is something Apple has been doing a lot of lately, and it clearly sees it as a way of bootstrapping its entertainment services."
Gaming
"I think Apple's going to create a big new category in gaming, one that others have tried and failed to create before," tech analyst Jan Dawson told the New York Times. "What the Apple TV has the potential to do is to bring casual gaming to the living room and make it a much more social activity."
According to a report by the
New York Times, gaming will be at the heart of the updated Apple TV. Apple already created a multi-billion dollar industry for mobile games when it "stumbled into the games business almost by accident", the paper says. It is possible therefore that it could mount an equal assault on the console gaming market by turning Apple TV into a games device.
Wireless router
9to5Mac also suggests that the fourth-generation Apple TV may come with built-in AirPort Express, eliminating the need for a separate wireless router.
App Store
Many tech sites believe that Apple may create its own fully fledged App Store to support Apple TV.
9to5Mac reports that the company may be planning to allow content providers to make their own channels and apps for the device. The site also suggests that the App Store will house games built specifically for Apple TV.
Home controls
Could Apple TV become a "smart hub" that will allow users to control heating and lights around the home? According to
Pocket Lint an addition called HomeKit could make that possible: "It appears you'll use Siri through Apple TV to control your HomeKit-compatible devices when away from home," the site says, adding that "Apple TV will be able to act as an intermediary, letting you issue Siri voice commands to your home from a remote location."