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New Apple TV Device Slated for September Launch: Report

A new and improved Apple TV device will be unveiled in September, according to a Buzzfeed report Thursday.

The product is expected to be introduced without a highly anticipated subscription service that would allow users to purchase TV content without a cable subscription, which may not hit the market until next year.

But what Apple TV will have for its first upgrade since 2012 is an app store of its own along with a redesigned, slimmer shape and touch-pad remote control. The device will also respond to Siri-powered voice commands.

The news is not surprising considering Apple CEO Tim Cook was expected to introduce the new device in June at the company’s annual Worldwide Developers Conference. But no such presentation took place amid reports that the hardware wasn’t ready yet.

Apple is expected to take the wraps off Apple TV at an annual event in September in which the latest iterations of iPhone are also likely to be revealed.

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