Apple's attention appears to have been focused on the iPhone and iPad in recent months, but sources behind the scenes continue to suggest that Apple TV is the other product on course for a major revamp this year.
In recent months technology blogs have hinted at a next-generation Apple TV device being made available with an Apple A4 processor, 16GB of Flash memory and a new $99 asking price (that's nearly $130 less than the current model).
Those rumours aren't going away, with Engadget now revealing that the upcoming box will focus on streaming web-based content from iTunes at a maximum resolution of 720p.
There's no indication of why the device won't support full-HD 1080p - a limitation of the A4 processor, perhaps? - but the good news for users who've bought into Apple's ecosystem is that the device will be getting Apps.
And, in a move that could have big implications in the UK market at least, Apple is said to be changing the name of the product from Apple TV to iTV. The rumoured new name is incidentally the moniker by which the product was known when it was first revealed in 2006. If it sticks, there could be a sizeable lump sum heading to Channel 3.
Apple itself hasn't responded to the rumours, but the company is expected to unveil the product before the end of the year.