Apple Sets September 9 Media Event

Apple has set September 9 for a media event in San Francisco that’s expected to mark the debut of next-gen iPhone models and a new, more powerful iteration of the Apple TV streaming device.

In its tease to the media, Apple’s invite to the event at the Bill Graham Civic Auditorium includes the tagline: “Hey Siri, give us a hint.”  Apple will also live-stream the event (opens in new tab) starting at 1pm ET/10 a.m. PT.

The actual Siri platform isn’t shedding much additional light on what Apple will have in store for the world on September 9.  When one asks Siri the question, responses include, “You’re cute when you’re desperate for information,” and “Look deep within yourself and you will find the answer. Especially on September 9.” So helpful! 

Rumors of what’s in store include the debut of the next-gen iPhone 6 and iPhone 6 Plus models that will include a new, reinforced body and  a upgraded camera and an A9 processor. Apple is also expected to launch a new version of the  Apple TV that includes a product redesign, Siri support and broader access to the Apple App Store.

This TechCrunch report shed more light on features that will grace the new, more polished Apple TV, including a freshened interface and a more powerful processor that can handle more demanding apps, a new, motion-sensitive remote (plus Sir)i, and a native SDK that will “for the first time ever, turn the Apple TV into a platform.”

Apple could use some fresh ammo in the OTT streaming device department. While Apple has shipped more than 25 Apple TV units without making any big adjustments to the platform in recent years but managed to add services such as HBO Now and the new Showtime standalone OTT service, it has fallen behind rivals. According to Parks Associates, Roku led the way with 34% of the streaming device market in 2014, followed by the Google Chromecast, Amazon  Fire TV and the Apple TV. Apple will also have to contend with Android TV, Google's new OS for smart TVs, streamers and other connected TV devices. 

What’s not expected to make the cut at Apple’s September 9 to-do is the introduction of a long-rumored OTT-TV service. That offering is still snarled in content distribution talks and not likely to see the light of day until sometime next year, per Bloomberg.