Apple reportedly took three shipments of "Set Top Boxes." This is giving rise to speculation that the release date of the new iTV could be in September. Speculation is rife as fans can't wait to see the features of the device.

According to a report by Apple insider, U.S Department of Homeland Security showed three shipments from China received by Apple. The shipments were reportedly of "Set Top Boxes."

There have been rumours that the iTV from Apple could be launched some time in 2014. Yet fans could be in for a surprise if the device is unveiled in September.

Samsung is currently doing well in the smart TV market. Analysts feel that Apple will need to bring in the kind of revolutionary features it brought to the iPhone to make the iTV a resounding success in the market.

It has been confirmed that Apple will be holding an event on Sept 10. The event has been one of the most talked about by Apple fans. The major focus of the discussions so far has been about the impending release of the new iPhones by Apple.

Apple is expected to launch two iPhones - the iPhone 5S and the iPhone 5C at the Sept 10 Apple event. The reports of the alleged shipments could mean that the Apple iTV could also be unveiled at the same event.

Apple recently acquired Matcha, a video programming recommendation site. The acquisition comes with dual benefits to Apple; the iTunes video store stocks a large number of TV shows and Movies, the products from match can help users get better recommendations in iTunes.

More importantly, analysts feel that the features of Matcha could be made available in the new Apple iTV. A number of apps are expected in the device with many of them focussing on TV shows and Movies and a good recommendation feature could go a long way in better user experience.

However, reports are scarce of an imminent launch of the new Apple iTV. Generally companies, Apple including, tend to provide the previous generation devices at a discount to make room for the new launch.

Apple has also been coming out with new updates and adding channels to the existing set top boxes. Channels like Disney and Smithsonian were added recently.

Will Apple iTV release date be on Sept 10? Fans will have to wait just a few more days to find out!