There are already rumors that a next-generation Apple TV might arrive in late 2016, although Apple could also be waiting until next year to release a special model to celebrate the Apple TV's 10th birthday.

Evidently, Apple updates its TV less often than its iPhones, iPads, and Macs. Still, the Apple TV's position and status in the company's portfolio of products has changed. Earlier it used to be a sideline and a hobby, but now with the growing importance of streaming media and smart-home applications, and with the arrival on the platform of games and its own App Store, Apple TV is moving to centre portfolio.

A new rumor suggested that the Apple 5th Gen TV will dramatically improve hardware performance and new functions "to help it no longer serve only as a set-top box."

It can be based on the comment by Tim Cook's intriguing comments about the future of the Apple TV at Apple's Q3 2016 earnings conference call.

He made it very clear that Apple has "something bigger" in its store for Apple TV with the product and surrounding ecosystem.

As per the latest rumor the 5^th Gen Apple TV will get an interface change. It will enhance TV owner's user experience for those who are signed up to multiple content providers.. But, how will Apple change the Apple TV interface?

According to Recode, Apple's next big plan for its Apple TV isn't new hardware: it's a software-based programme guide. The first hint of this strategy came with the announcements of tvOS 10 at WWDC in June.

The tvOS 10 includes a new feature known as 'single sign in', where a user can sign in once, with their single login and password, and tvOS will then automatically sign into all services for them: Netflix, Amazon Prime Video and so on.

While the company is forging the relationships with the content providers and creating a simple and trusted umbrella interface enabling users to browse and access everything they want.

Also, we hope that the new tvOS has strong search ability to foreground higher-quality content over the few SEO optimised useless apps.

Rumors suggest that Twitter are in talks with Apple to launch their Apple TV app. The Twitter app will be enable NFL Live Streaming capabilities.

It is also rumored that Apple will launch a TV streaming service. Unfortunately, the launch of the service will be further delayed because of Apple's demand for content at a price that the networks aren't happy with.

Stay tuned for more updates on the Apple TV here.