Back in May, articles began pouring out of the rumor mill regarding an update to the Apple TV platform, largely in response to the then recent announcement of Google TV. People were speculating that the device would come with a substantially reduced price tag of around $99 dollars, be based on the iPhone OS, and take advantage of cloud storage for increased streaming capacity. Well, just over a month later the rumors are circulating again, and not much has changed. The New York Times published an article today citing Apple sources close to the project, and mentioning the hiring of new engineers with broadcast experience. Also, like before, the discussion is focused around the likelihood of the App Store being at the core of the updated device. No word has come from Apple as of yet, but we will continue to keep you up to date with any new (or in this case, old) information as it becomes available.