Logic board from Apple's third-generation Apple TV. | Source: iFixit
In trademark fashion, Jim Dalrymple of The Loop poured cold water on the latest Apple TV rumors with a terse "Nope" to a reportedly imminent hardware refresh that has major news outlets abuzz.
Dalrymple's response was targeted at an Los Angeles Times report that suggested Apple's recent announcement of a $25 iTunes Gift Card promotion is a signal that a new Apple TV is in the offing.
Apple on Friday put the rumor mill in full tilt after the company revealed it would be giving away $25 iTunes Gift Cards with every new Apple TV purchase. Many speculated the move to be part of a strategy to clear channel inventory ahead of a new hardware launch.
With the current-generation Apple TV having launched almost two years ago, industry watchers believe the set-top box is ready for a refresh or, perhaps, a complete overhaul.
For example, a report from the Financial Times on Friday cited sources familiar with Apple's plans as saying the company plans to release a "significantly redesigned" Apple TV before the Worldwide Developers Conference in June. The rumored hardware is said to offer enhanced support for video games and could have access to the iOS App Store.
Also on Friday, Apple CEO Tim Cook announced during Apple's shareholder meeting that revenue from Apple TV sales and services reached over $1 billion in 2013. The numbers represent an 80-percent jump from 2012.