We've been here before, Apple has been quietly hiring games industry types for some years. It has been upping the power in its devices way beyond that needed for Siri or some app multi-tasking. So, where is the games drive, the one to take on Microsoft and Sony?
Will Apple TV 4, likely to be unveiled on Wednesday at Apple's latest seasonal launch fest, really be something new, or is Apple really content with pushing Crossy Road to a big screen? Given that Amazon and Google have both failed to really shoot for the gaming market with their micro consoles, is this really a game apple needs to play?
Or is something bigger in the offing? Something to boost Game Center beyond an annoying social failure? Are Chair and other notable iOS developers standing by with some serious new gaming titles to create a bit of buzz?
Are the controller makers ready and waiting to turn Apple TV into a full blown console experience? Will iOS 9 and all that recent talk of Metal, and the need for cheap plentiful cloud storage, turn Apple's gaming into something more than just the latest social turdmongering?
Expectations for the hardware are for more CPU and GPU power, a more open OS, access to more storage. But there has to be a serious push for new and cool games to drive sales of the $149 new unit and any accessories for gaming.
If it has PS4 or Xbox controller compatible, that would also be a great help, as Apple looks to get back into serious gaming for the first time since it lost Halo's developer to Microsoft.