Apple TV has been around since 2007, but many feel Apple have never taken the concept seriously. They even famously admitted treating Apple TV as just a hobby and although they have added a few tweaks to the software it is basically languishing, Apple have failed to turn Apple TV into a success. However, according to the New York Times it looks as though Apple are seriously looking to enter the internet connected tv market.

There was a rumor a few months back that Apple were to introduce their own super TV, but now it seems that conclusive evidence is emerging that they are working on a major update to the software that runs the Apple TV although no further details are known, and it seems that Apple will discard the internal hard drive for a streaming device making it possible for services like Netflix or Hulu and possibly introduce Apple TV apps.

The report also claims that ex Apple employee has said that the “more advanced work” on the project is taking place outside of the Apple TV group. Another source said that Apple recently hired a number of UI and graphics people “who have a background in broadcast design for television.”

For sure, if Apple want their TV arm to become more than just a hobby and win back the users who are becoming disillusioned with their set-top box then they need to get serious about competing with the competition leaving them in their wake, such as Roku, Internet-connected Blu-ray players, and games consoles offering the online streaming service that Apple customers so clearly want.

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