Honza Dvorsky We didn't get to see the new Apple TV at the keynote, but we might be waiting for something in this regard. AllThings D has the inside scoop on a planned upgrade to the Apple TV multimedia set-top box. This update should arrive on September 18 - that is, the day iOS 7 is released to the public. Specifically, the new version should bring a new function of the AirPlay streaming service, where the user could play his content purchased in iTunes even on an Apple TV that does not have his Apple ID registered.
You buy a new movie Man of Steel in the iTunes store on your iPhone. Then you come to an acquaintance's house - he has an Apple TV connected to his Apple ID account. You want to watch a new movie together. Today, you would have to sign a friend out of their Apple TV and sign in to your account. New, however, on your iPhone via AirPlay, just send a command to a friend's Apple TV to play your purchased movie. Apple TV will do this and stream this content directly from Apple's servers - so you don't have to download the movie at all.
So Apple may once again expand on the idea that once you buy content from the iTunes store, you can play it on all Apple devices. Even on those you don't own yourself.
