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Apple TV, once described by Tim Cook as a "hobby" to the Cupertino company, hasn’t seen a great deal of change in its lifespan, but with quite a few services having been added recently including the likes of VEVO, Disney Channel and others, and with iTunes Radio already confirmed for it, it’s certainly as rich in available content as it ever has been. With a big event confirmed for September 10th, some had hoped that Apple would be bringing some new hardware in its gradual growth push in the TV market, but it now seems certain that this will not be the case. There will, however, be a handsome software update, with a couple of interesting features. Details after the break!

One intriguing new addition to the fold allows users to take content bought on one Apple TV device and play it on another. Ideal if you’re at a friend’s house and don’t wish to move your little black box from its pride of place by your HDTV, the system incorporates both AirPlay and Apple’s servers to allow you to connect to your own content even if you’re not at home.

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The process involves using an iPhone to "call" your Apple TV, sending it a message to begin streaming to your friend’s Apple TV. Essentially, it’s an extended version of AirPlay, but a very useful one at that, and I’m sure many confirmed Apple TV owners will be taking full advantage when it does eventually roll out.

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Of course, you could always log out of one account and log back in, but as anybody who has used the three-buttoned Apple TV remote to accomplish any kind of typing, it’s tedious to say the least. This method is much quicker, and once you depart from your friend’s house, they won’t have to go through the rigmarole of putting their credentials back in once more, all part of this software update which will likely be numbered as version 7. Though the iOS 7 ‘flat’ makeover for Apple TV isn’t confirmed as part of this update.

With Google Chromecast costing only $35, Apple TV has a bit of competition, and although you get the impression that the search giant is not throwing much weight behind its new streamer, the fact that Google is competing at all may coax Apple into a more aggressive stance in the TV market.

So, while there’s still no sign of the elusive connected TV effort from Apple, Apple TV will be getting some kind of software update in the near future.

We’ll keep you posted.

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