Apple TV to "focus on games"
Apple TV, likely to be announced September 12, is expected to focus on gaming, according to people familiar with Apple's plans, speaking to The New York Times. The device, rumoured to cost $150, will retail at a much cheaper price than other games consoles and will likely focus on the casual gamer market segment. Commenting on the rumours,&nbsp;&nbsp;Jan Dawson, chief analyst at the technology research firm, Jackdaw Research, said "I think Apple&rsquo;s going to create a big new category in gaming, one that others have tried and failed to create before: [...] bring casual gaming to the living room and make it a much more social activity."
It’s tough to know how compelling the games on Apple TV will be until the company reveals the system this week. Yet many of the components necessary for a satisfying game experience will come with the device, the people say — including more power for better graphics, a new remote that could double as a controller and, perhaps most important, an app store to buy and download games.

“I think Apple’s going to create a big new category in gaming, one that others have tried and failed to create before,” said Jan Dawson, chief analyst at the technology research firm Jackdaw Research. “What the Apple TV has the potential to do is to bring casual gaming to the living room and make it a much more social activity.”

Most game executives and analysts see little chance that Apple will be able to woo hard-core fans of the leading high-end game consoles, the Xbox One from Microsoft and the PlayStation 4 from Sony — both of which will most likely still have better graphics than the new Apple TV. Gamers who fancy big-budget games like Call of Duty and Destiny will probably not be easily persuaded to switch systems.

That still leaves a large market of casual gamers whom Apple could target with the new Apple TV: people who find traditional game controllers complicated and who enjoy lighter, less epic forms of content.

The new product is expected to have a starting price around $150, according to the people briefed on the product. While that is more than double the price of the least expensive Apple TV on sale today, it is significantly less than the latest traditional game consoles, which range in price from $300 to $500, depending on the maker and configuration.