I guess out of the many devices that Apple has rolled out in recent years, the Apple TV never really captured the imagination of many. Sure, it is very compact and would look nice in just about any living room, but does it have the relevant firepower to maintain a stranglehold in living rooms across America? The answer had been no, and Cupertino tries to change that with their latest version of the Apple TV. One of the biggest improvements to the new Apple TV would be 1080p programming including iTunes movies and TV shows, Netflix, Vimeo, photos and more in HD. When you couple that with iTunes in the Cloud, one is able to purchase and play their favorite movies and TV shows directly from the iTunes Store, watching them on the spot on a compatible HDTV. Apple also hopes to simplify things further by featuring a simpler, refined user interface that makes it a snap to access your purchased movies, TV shows and music with iTunes Match right from iCloud. The inclusion of AirPlay also helps users to stream or mirror their favorite content from their iPad or iPhone 4S to Apple TV. According to Philip Schiller, Apple’s senior vice president of Worldwide Marketing, “People are going to love streaming movies and TV shows in 1080p with the new Apple TV, and photos look beautiful displayed at the maximum resolution of your TV. Apple TV is easier than ever to use with its new icon-based interface and the ability to access your purchased movies, TV shows and music right from iCloud.” Apple TV users have a wealth of choice to pick from, including more than 15,000 movies and over 90,000 TV episodes on the iTunes Store. Not only that, Apple TV also delivers great content from Netflix’s streaming catalog, live sports from MLB, NBA and NHL as well as Internet content from Vimeo, YouTube and Flickr. iCloud lets you purchase movies and TV shows on Apple TV, and you are also able to transfer and watch them on your iPhone, iPad, iPod touch, Mac or PC. The world’s in Full High Definition madness, and have been for quite some time already. Glad to see Apple TV play catch up this time around. For those who are interested, the new Apple TV will arrive this March 16 for $99 a pop.