Apple (NASDAQ: AAPL) will reportedly debut a new version of its Apple TV streaming device during its Sept. 9 media event. Codenamed "J34," the device will have a full iOS 9 core for the first time, optimized for TV screens.
According to 9to5Mac, the updated Apple TV will also feature a larger remote control, Siri support, Proactive search capability. a new user interface, more storage and a faster processor. The device will also have third-party app support and a full SDK (software development kit), enabling developers to create apps for the streaming device.
Apple's shift to a full SDK signals a friendlier environment for the streaming device, one that may allow online video providers to get their apps onto the device faster than is happening today. "Of course, gaming apps, news applications and others could make sense on the Apple TV as well, but don't expect opportunities for content creation akin to the iPhone and iPad," said 9to5Mac's Mark Gurman.
Improved search capability via Proactive search is another positive for the device. The current version of Apple TV doesn't have system-wide search support, meaning users can't see expanded results of a content search across other platforms such as the iTunes Store or Apple Music library, or third-party platforms like Crackle or Netflix (NASDAQ: NFLX).
The new Apple TV device was originally slated to debut at Apple's WWDC in June, but was delayed for unspecified reasons. The 9to5Mac article cited unnamed sources as saying that the release was held up because the company was concerned about "compromising iOS 9 engineering resources."
Apple has taken more cautious steps around its OTT streaming strategies of late. The company's long-awaited linear OTT service has reportedly been delayed once again, until next year, as licensing deals are hammered out with cable and broadcast networks.
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