Does Tim Cook have to mention that Apple will be coming out with a TV streaming service at the Sept 9 event, even if the service is months away? Apple did it with the Apple watch last year. I think he’d have to mention it.

It’s an interesting question. My guess, based on nothing, is that they don’t say anything about the service, not even that it’s “coming soon.” 

I wouldn’t be shocked if they do have some new content partners to talk about, but just not the full TV service. I think the new box, new remote, and SDK will cause enough excitement. And, of course, this will create a new point of leverage in Apple’s discussions with the TV content partners.