The Apple TV hasn’t really been making waves as of late. Fans nowadays are just waiting for its 2017 refresh, the 5th gen Apple TV, which is supposed to be 4K-capable. Previous reports suggest that the Cupertino, California-based company is indeed launching a revamped Apple TV box this year, but official details have yet to be announced since Apple has been mum about its upcoming product line-up.

Apple is most likely going to launch the new Apple TV 5th gen model at a special September event, where the electronics giant is expected to officially announce the new incarnation its bread and butter: the iPhone 8 (which is reportedly going to be called iPhone Edition; see related story below). The next Apple TV, though it seems a little far-fetched, could also make use of the features of the new iOS 11, assuming that the upcoming operating system is released before the TV box.

Just like the iPhone, the Apple TV celebrates its 10th year anniversary this year. Apple TV started out as iTV, and it used a modified Front Row interface with the Apple Remote. The iTV moniker, which was supposed to be in line with Apple’s i-named products (iMac, iPhone, iPod, etc.), was dropped due to a potential lawsuit from British terrestrial broadcast network ITV. Pre-orders for the first generation Apple TV started on January 9, 2007.

Apple TV fans are expecting new innovations from the upcoming device. A decade of existence is worth celebrating, after all, and a new feature-packed Apple TV is definitely a good way for the Mac maker and its fans to celebrate. More importantly, Apple needs to pick it up as the current Apple TV has lost its spark due to a number of criticisms, including the lack of 4K support, which rival devices from Amazon and Roku have.

Timothy D. Twerdhal is now Apple TV’s vice president of product marketing. The former general manager and director of the Amazon Fire TV is now responsible for bringing Apple TV back into the limelight and boost its waning sales. Apple is currently undergoing tests for the 5th gen Apple TV, so the hiring of Twerdhal couldn’t have come in a better time.

While the current Apple TV is better than previous models, it offers no added value in terms of viewing experience to a certain degree, reportedly due to cutbacks. Now that Twerdhal is in charge, fans are hoping that the 5th gen Apple TV, which is codenamed “J105,” doesn’t come up short again.

RELATED STORIES:

iPhone 8 to be called iPhone Edition; Apple currently testing prototypes

Apple granted patent for face detection technology that could be used on the iPhone 8