When news started circulating that Apple was to revamp its under-performing TV box, much was made of its potential £26-per-month TV streaming service that would take on the likes of Netflix and Amazon.
However, as more retailers are briefed for the product's launch, word is spreading that a core element of the box's new features will be its gaming attributes - with Apple hoping it could be a bigger 'casual gaming' hit than the Nintendo Wii.
The Apple TV will have access to the App Store, allowing you to play your app games through your TV screen and control them via a new remote or your existing iPhone/iPad screen.
As games continue to dominate the app download charts for both iPhone and iPad downloads, Apple is hoping to tempt a larger portion of its casual gamer users into splashing out on the new TV, taking advantage of its gaming credentials and TV subscription service.
The iconic brand will be trying to hit both the gaming and streaming crowds with a one stop shop piece of tech that'll tie together all other Apple products. Essentially making them a truly multi-platform gaming brand (you could buy one game and play it on your iPhone, iPad and TV for no extra cost...), a clear edge over their immediate rivals.
Would you be tempted to pick up a new Apple TV (expected to cost around $200/£130 when it launches in October) to play apps on your telly? Let us know your thoughts.