As Apple has now sold well over 20 million Apple TV's, it's hardly beleaguered. Sales continue to accelerate, as they tell us during their financial conferences.
I believe they are preparing for the iPad Pro with the new A8x. This is surprisingly more powerful than the new A8. The A8's CPU is 25% faster than the one from the A7, and the GPU is 50% faster.
But the newest chip the A8x is 40% faster in the CPU, and the GPU is 250% faster than that in the A7.
My iPad Air is pretty fast, even for 3D gaming, video editing and AutoCAD 360. Another 50% speed to the graphics will add enough power to eliminate any scrolling slowdowns that occasionally occur.
It just seems as though this new chip, with 3 billion transistors, a full billion more than in the A8, is overkill for the iPad Air, but not for a higher res Pro.