This morning Apple announced their new update to the Apple TV platform at their fall music event. Since the launch of the Apple TV in 2006, Apple has always maintained that the device and platform were just a “hobby.” With today’s update at the fall music event the focus was on bringing Hollywood movies and TV shows to the device, offering everything in HD, and lowering prices on the content. The new device is 75% smaller, and there’s really not much more to say about the actual hardware. However, the changes that most would care about are on the software and service side of things. HD television show rentals are now just $0.99, which is $2 cheaper than they used to be. You can also rent high definition movies, on the day and date that they are available on DVD, for $4.99. If you’re a Netflix subscriber, you can use the Apple TV to access your Instant Queue as well.The device focuses on streaming rather than syncing, and will be available at the end of September, in about four weeks. You can pre-order one today for $99.