iTunes Connect makes reference to 'tvOS,' new name for Apple TV interface

The strings are embedded in references to Game Center, Apple's backend for Mac and iOS gaming, according to Twitter posts by developer Steve Troughton-Smith. One of them has a note attached, asking developers to "Submit via tvOS binary if you want this leaderboard to appear in Apple TV."

Aside from supporting claims of a overhauled interface, the code also backs reports that the Apple TV will get its own App Store, including access to games.

Second- and third-generation Apple TVs run on hardware similar to iPhones and iPads, but until now they have lacked the storage and interface for apps beyond basic audio and video playback. Indeed, its apps have been small enough for Apple to silently push them to users.

The company is expected to reveal a fourth-generation Apple TV at a press event later today, beginning at 10 a.m. Pacific. Other device features should include Siri support, and a new touch-based controller, enabling some of the complex interactions games demand.

AppleInsider will be providing live coverage of Apple's announcements from within the Bill Graham Civic Auditorium in San Francisco.