The Apple TV’s price at both Amazon and Best Buy have been dropped to $89.99, which is $10 less than Apple’s standard retail price. At the same time Amazon dropped the price they added a (2010) label next to the product description, which has raised speculation that Apple might be getting ready to launch a new model.
It is unlike Apple to release a new product without an event but giving that Apple TV is still considered a “hobby” it’s possible the company could quietly roll out the next version of Apple TV. It would likely have an A5 chip that would bring 1080 to the device.
iOS 5 released back in June showed references to a 1080p Apple TV and a Apple TV 3, it would make sense to release the new set top box before the holiday shopping season.
The current model is over a year old and competitors like Google TV and Roku continue to roll out new devices. Sony has also recently announced that they also have a smart TV in the works.