New challenger: The new Apple TV may be a little late to an already crowded party.
With a long-awaited update to its TV set-top box, Apple revealed a glimpse of its plans to conquer the living room, which analysts say the tech giant has neglected as its other gadgets deepen their hold on consumers.
At a San Francisco event in which it also rolled out new iPhones and a larger iPad, Apple gave Apple TV a makeover, complete with a full-fledged App Store, integration with Siri and a new touch-sensitive remote control.
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