Apple may be planning on introducing a new Apple TV model in September, but it won't come with a streaming television service—at least not until next year. Apple will reportedly introduce the new Apple TV on September 9, but won't mention its own streaming TV plans thanks to content licensing negotiation delays.
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Apple needs to do something to stay in the set top media box game, and getting a significant Apple TV refresh on store shelves would certainly help. They can work on getting the content deals in place for the rumored streaming TV service at the same time, but don't need to let that hold back the new hardware launch.