Apple is preparing to unleash its vision for the future of television at its retail stores across the US, and possibly other territories, on Friday.
While orders aren’t expected to land on most doorsteps until after the weekend, brick and mortar shoppers may be able to beat click and pay customers to the punch.
According to Apple retail employees speaking to 9to5Mac, it will be available from Apple Store locations on Friday 30 October.
That would enable Apple to live up to its vow customers would be able to pick up the device during the month of October, but only just.
It went up for pre-order from £129 in the UK on Monday with shipping to commence on October 30, so it’s not like they haven’t reached foreign shores yet.
Related: Apple TV (2015): Everything you need to know
The new set-top box is arguably the most interesting new product in Apple’s fall line-up. It debuts a new tvOS operating system which offers natural Siri voice controls via a restyled remote control.
It also offers universal search, making it easy to find content across all apps, while the remote offers Bluetooth 4.0 connectivity, meaning users won’t require a line of sight to connect to the box.
That powerful remote also has a touch sensitive panel and motion sensors for navigation and gaming, with the full power of the app store set to be unleashed on the tvOS platform.