Zatz Not Funny!

Everyone’s on the lookout for the debut of iOS 7 at Apple’s big press conference scheduled for next week. But GigaOM is reporting that, based on available shipping data from an analytics company called Panjiva, a new Apple TV set-top may also be in the cards.

According to the report, Apple received shipments labeled “Set Top Box with Communication Function” from a company called BYD Precision Manufacture based in Shenzhen, China on August 11th, 18th, and 25th. Panjiva is postulating that since Apple’s last set-top shipment was from a different company, Hon Hai, these latest devices are a new product altogether.

Aside from the timing of the set-top shipments, some of the new features in Apple’s mobile OS update also tie nicely with the idea of an upgraded TV product. For one thing, Apple will support device-to-device connections in iOS 7, which would allow a set-top to communicate directly with other gadgets (including gaming controllers!) without the need for an Internet connection.

And for another, Apple is emphasizing its enhanced auto-layout functionality in the new OS. The idea is that content will adjust automatically to fit whatever screen is being used. Although Apple already supports some auto-layout functionality in iOS 6, there are new settings in iOS 7 for automatic positioning and dynamic sizing.

One final note, Apple has made some significant content updates to the Apple TV of late, including WatchESPN and new apps from Disney and Vevo. Perhaps these were a prelude to new hardware?

Let the rumors and speculation continue. We’ll all find out for sure next week.