The upcoming third-generation Apple TV set-top box is all set to deliver into the customer’s hand on this Friday, right after the official launch of the device in the world. The Cupertino Company is ready to launch their new products in the wild, and while the world is waiting to get their hands on the device. It appears that some mainstream publishers in the community just got their hands on the device, similarly like the iPad 3 First Reviews. They have independently started publishing their reviews about the devices, just ahead of their launch.
3rd-gen Apple TV

If you are not aware of about the upcoming third-generation Apple TV, let me give you a recast of the whole Apple TV rumors into a single paragraph. The new device is appeared to be capable of playing 1080p video content on the larger screens, while supporting the older and same A5 dual core processor, as well as the device is not featuring anything under its hood, instead of the new software interface of the device, which is also seeded to the older generation Apple TV users right after the announcement of the new device. However, here are the words, from the mainstream folks who got their hands on the device:

The Verge:

This year’s Apple TV is a strange little device. Nearly everything it did before, it now does better — it streams 1080p content, is easier than ever to navigate, and remains one of the simplest devices to set up and use that we’ve seen. But when I reviewed the 2010 Apple TV, my biggest concerns were all about the content: the available content on a device like the Boxee Box or the Roku positively dwarfed the Apple TV. That’s still true, though the iTunes integration with Netflix is a solid sign that Apple’s thinking the right way.

The Loop:

The interface is very easy to navigate and use. Like an iOS device, you just navigate to the section you want and select it — it opens and you’re ready to go.

I also like the fact that, for Netflix’s at least, when you launch the section you can setup a new account and have it charged directly to your Apple ID. That’s very convenient. All of my bills and charges in one place.

At $99 the Apple TV is a no-brainer for any home entertainment system.

Macworld:

At $99, the third-generation Apple TV continues to be as excellent a value as the previous model—and now it supports higher-quality video too. That’s a good thing. For those with the previous generation, however, the decision to upgrade comes down to whether the difference in quality between two high-definition formats is important (and noticeable) enough to you.