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No new Apple TV for you, report says

Those getting their hopes up for a refreshed set-top box may have to settle for a software upgrade.

Jason Cipriani/CNET

Despite reports to the contrary, Apple won't be showing off new hardware for its Apple TV set-top box at its September 10 press conference, according to a new report.

The Cupertino, Calif., company will instead announce a software update for its hobby entertainment device that will come with new features such as an option to stream your purchased content from Apple on a pal's Apple TV, Peter Kafka at AllThingsD, who cited sources familiar with Apple's plans, reported Friday afternoon.

This latest bit of intelligence seems to refute previous speculation. Earlier in the week, global trade intelligence company Panjiva discovered some suggestive shipments of "set-top boxes," kicking up a widespread rumor that Apple would unveil a new piece of hardware next week.

Apple last updated the Apple TV's hardware in March 2012, and a regulatory filing in January suggested that the company was preparing a fourth-generation set-top box.

The rumors will be put to rest soon enough. Apple is holding a media event at its headquarters on September 10 where it's expected to announce its next iPhone.