updated 11:25 pm EST, Mon November 28, 2011
iOS 5.1 gives away new Apple TV name
A recently discovered third-generation Apple TV has reemerged in the wake of the iOS 5.1 beta. New hunts in the file system by iH8Snow for 9to5 have seen it get the codename J33, in step with the iPad 3's J-series naming. Apple had been using K codenames even up to the iPad 2's K95.
Virtually nothing is known about the media hub itself, although it's presumed to just be the set-top box and not the full TV set rumored for late 2012 or 2013. Apple is most likely to want to jump to an A5 or A6 processor that can smoothly play 1080p video, but it has little other self-evident motivations to upgrade the hardware without support for Siri. iTunes in the Cloud and iCloud have reduced the dependence on internal storage or on sharing from local computers.
Price may see Apple be conservative, since competitors like Roku are dropping as low as $50 on HD-capable devices.