The New Apple TV

Recently several news organizations and blogs have reported that Apple will be releasing an update to the not-so-popular Apple TV in hopes to make it very-popular.  NewTeeVee reports that the upgrade will have the Apple TV running on the iOS (meaning, the same software that runs on the iPhone).  This would enable users to access and use applications right on their TV.  At first I'm sure the initial response is "who cares about the 'chug a beer' app showing up on my TV?", yes, that's true, but the major benefit will be through the content that will now become avaliable due to this upgrade.  Netflix, Hulu, and ABC (and others will certainly follow) are applications that currently work on the iPad and/or iPhone that will be able to be utilized and use on you Apple TV.

It has also been reported that once this launch takes place (no one really knows when) it will also support a cloud based streaming service provided by Apple - letting users store their content on Apple's servers instead of having to download it to the actual device for playback.

This ultimately will be major for application developers as their software will now be able to be utilized by a totally new medium.  This could open up major doors for brands and content producers who are looking to reach audiences on a different level and under different circumstances.  Engagement qualities and levels range depending upon the medium and this will no doubt create a new one (yes, it's based in the traditional TV world - but new in the sense that interactive TV hasn't really taken off in the US). 

It'll be exciting to see this all come together as the launch dates are still unknown.  Google also has their device "Google TV" which will function the same except run the Android OS.