Apple has added a new section to their online store all about the Apple TV. While other store sections have multiple models of Macs, iPhones, iPads, and iPods, the Apple TV has just one, so the area is mostly useful for finding accessories for your Apple TV. This could be coming in advance of a major update to the device — an Apple TV 4 — according to Mark Gurman of 9to5Mac:
We’re told that Apple has considered combining the Apple TV and AirPort Express products. Versions of the new Apple TV in testing are said to include an integrated 802.11ac wireless router. [...] We’re also told that the new Apple TV will likely feature a focus on gaming, and this lines up with a recent iLounge report. We’re led to believe that the game integration will utilize existing iPads, iPhones, and iPod touches as controllers. It’s likely that there, too, will be some integration with Apple’s physical controller MFi program.
Given the talent Apple has on the Apple TV team these days, there could certainly be something interesting coming. If software gets a big update, new hardware with a better processor and more storage might be needed to run it as well. We're tracking all the rumors on our Apple TV 4 super-page, and discussing them in our Apple TV 4 forum just jump in and let us know what you want to see!