After years of speculation, Apple is expected to unveil its fourth-generation Apple TV during a press event to be held next week on September 9th. The Apple TV is long overdue for an upgrade with the last revision debuting in January of 2013. Though Apple has sold more than 25 million Apple TVs since launch, the media player is steadily losing market share, trailing behind Roku, Chromecast and the Amazon Fire TV in the latest survey from Parks Associates. A new model, especially one that debuts before the holiday shopping season, could jumpstart consumer interest in the Apple TV.Â
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