The Apple TV has been late to the party and not particularly bold or agressive in the new concept. It brings a new
Wiimote remote with Alexa Siri support and a dedicated OS whis is no more than an iOS fork (Apple is obsessed with platforms differentiation).
The hardware -with an Apple A8 inside- is much more powerful and ready to let users enjoy the apps and games suited for this device. Which will have to be specifically developed for the new Apple TV, of course.
It’s available now and it will ship on October 30th, but beware: the HDMI cable is not included. If you want the official one (1.8m), that will be $19. Or you can buy the $5.49 cable (2m) from Amazon. Or the AIM High Performance FLAT Cable FLE2-02 (2m) for $545. Anyone will give you the same exact quality and the same exact features.