Apple TV to enable shopping

San Francisco -- Come October, consumers will be able to buy clothing and other goods on their Apple TV.



In its never-ending quest to wind its way deeper into people’s homes, Apple Inc. on Wednesday unveiled a new version of its Apple TV, the set-top box device that lets viewers stream live video through such sources as Netflix and Hulu. In the most talked-about update, the device will now come with its own App Store, featuring apps for TV and video viewing, games, sports — and shopping.



The new Apple TV also has a new touch-enabled remote control and integrates Siri voice-activated commands. Using the remote control, viewers will be able buy goods directly via their Apple TV.



Apple make the announcement at its "Hey Siri" media event in San Francisco.



The App emphasis, at least at launch, is on gaming, but the list also includes an e-commerce app from online luxury retailer Gilt. (Home buying site Zillow also has an app, as does Airbnb.)



Gilt CEO Michelle Peluso took to the stage at the Apple event and showed how Apple TV viewers, with just the click of a remote, will be able to shop for Gilt clothing on Apple television, reported Mashable.



The new set-top box will start at $149, going up to $199, and be available in late October in over 80 countries and 100 by the end of the year.



“Apple TV represents the future of television," Apple CEO Tim Cook told the audience. “The television experience has been virtually standing still, while innovation has been thriving in the mobile space. Today we are going to do something about that. Today we are going to do something about that.”