3rd-gen Apple TV departs Apple retail, remains at big-box stores

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Even though Apple didn't update last year's fourth generation Apple TV at Wednesday's "See You on Sept. 7" event, the three-year-old third generation Apple TV is being pulled from its store shelves — but other big box retailers aren't doing the same, yet.

Besides just the store shelf removal, Apple has also purged the third generation Apple TV from its product page for the device family after Wednesday's "See You on Sept. 7" release event. The media player is still available from Apple's online sales portal, but only through Google searches, or by bookmarked link.

AppleInsider has learned that while the devices are being pulled off of the retail store's shelves, they are available for sale by request, until stock is depleted. No further shipments of the device are expected at the brick and mortar Apple stores.

Retailers Target and Best Buy have not as of yet received any orders to pull the device from sale, or reduce pricing to clear out inventory. Representatives from both locations have told us that stocks on the devices have been somewhat limited for the last three months, but never utterly depleted.

The third generation Apple TV was released in March 2012, and brought 1080p video to the device for the first time.

Apple CEO Tim Cook introduced the fourth generation Apple TV in the Sept. 2015 Apple release event, with the device shipping on Oct. 30, 2015. The fourth generation device retained 1080p video, but introduced apps to the set-top box, with Cook calling apps "the future of television."