Published on August 31st, 2017 | by Brad Gibson


Apple confirms Sept. 12 product launch

It’s been one of Apple’s worst kept secrets lately that’s now reality…Apple has officially announced a “special event” for September 12th at 10 a.m. PDT to announce an expected new fifth-generation Apple TV along with the much anticipated new family of iPhones, to name a few. The announcement confirms basic details previously reported by on August 24th.

Featuring the tagline “Let’s meet at our place”, the company referenced the fact that this will be the first event held at the Steve Jobs Theater on the new campus headquarters dubbed “Apple Park”, which is still being completed.

The 1,000-seat auditorium is located inside a circular, glass-enclosed structure with a heavy, carbon-fiber roof that was designed to resemble a MacBook Air suspended in space.

In line with past events, Apple’s product unveilings will be streamed live on its website and on the Apple TV. will have details of the new Apple TV model online immediately after the announcement.

Rumors are many as to the features of an expected fifth-generation Apple TV player including 4K video capability, optimization for TVs capable of playing High Dynamic Range (HDR) video, a more powerful processor, a possible storage boost to 128 gigabytes or more, and better integration of Siri through HomeKit to compete with Amazon Echo or Google Home.

At its Worldwide Developers Conference keynote on June 5th of this year, Apple CEO Tim Cook announced that there would be “a lot more about tvOS later this year,” but gave no further details.

Apple last updated the Apple TV box in 2015 with a new remote control, the online App Store and support from its Siri voice assistant. It added new software features, including the TV app, in 2016.

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About the Author

Brad is co-founder and editor-in-chief of He has been a technology reporter since the late 1980s having previously worked for MacUser, MacFormat, and iCreate magazines, as well as,,,, and He hosted and produced the MacFormat This Week podcast for three years. He was also a reporter, editor, and producer for the AOL, the BBC, Associated Press, and United Press International.

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