Apple Inc. (NASDAQ:AAPL) is rumored to release a new Apple TV Hardware upgrade next month, claims a tweet from MG Siegler on Wednesday. The tweet downplays an earlier report that new Apple TV software will be launched on September 18 along with iOS 7.

Apple

“I guess those excited about a software refresh in a week are gonna be *really* excited when new Apple TV hardware is unveiled next month,” Siegler tweeted.

Apple TV launch

Specifics, though, were not confirmed in full, but according to some analysts like Piper Jaffray’s Gene Munster, Apple is in the process of launching a full-fledged television. These rumors are not based on any material action taken by Apple Inc. (NASDAQ:AAPL), but a few days back Apple accepted a shipment of containers labeled “set top boxes” from a prominent Chinese supplier.

Apple Inc. (NASDAQ:AAPL) branded television rumors surfaced for the first time in 2011 when Steve Jobs claimed to have cracked the code towards building intuitive integrated devices.

Last year, in March 2012, the iPhone maker updated its streamer adding 1080 p, playback, a new UI and closer ties with iCloud.

No word on form factor

As of now, there is no word on the shape of the device, but there have been rumors that the company is in the process of bringing a full-fledged TV set and a revamped set top box, which will be similar in form to the present model. However, there has been news all over about Apple testing Xbox Kinect-like motion sensors for future TV-related products.

The latest Apple TV will be more about improving video quality compared to the current hardware. Towards the end of this year, Apple will launch a newer version of the Mac Pro, which could incorporate 4K displays. Every now and then, Apple has showcased its ability to bring capabilities of desktop high class powered chips into the smaller devices.

Apple’s new software for iTune Radio

Earlier reports claimed that Apple Inc. (NASDAQ:AAPL) is planning to bring some new software updates. Apart from launching iOS 7 for the phone, iPad and iPod touch, the company will launch an update for iTune Radio activation.

According to AllThingsD, Apple Inc. (NASDAQ:AAPL) will launch new software, which will enable users to play content that has been bought from Apple’s iTune on other user’s TV’s via Airplay system. Apple is predicted to launch the new software on September 18th, which indicates that it is compatible with iOS7.