Apple retail locations are set to receive shipments at the end of the week, with Apple Stores being reconfigured overnight on Thursday to focus on promoting the new Apple TV.
Coincidence or not, Friday is also the date the first customers who selected one day shipping at checkout are reportedly going to receive their new Apple TVs in the mail.
Some Apple TVs have already begun preparing for shipment and will be shipping out very soon.
The new Apple TV is available in 32 and 64GB configurations, with prices at $149 and $199, respectively. The device includes an A8 processor, a touch-based remote control that doubles as a game controller, a full App Store, universal search capabilities, and Siri integration.
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