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Here are the timings for a 2nd gen I just did:
09:00 AM. Download start.
09:02 AM. Step 1 of 2 preparing update
09:20 AM. Rebooted itself
09:21 AM. Apple logo progress bar appeared
09:24 AM. Step 2 of 2 applying update
09:35 AM. Rebooted
09:36 AM. What's new screen appeared.

I think the 3rd gen took a bit longer.
I did a 2nd Gen ATV and I'd say those times were similar to my experience. However, since I am a bit of a tinker I tried a couple of different things.

I downloaded the 5.3 firmware and used iTunes (i.e. micro USB cable) just see if I could downgrade. Not only did it work the whole process finished inside of maybe 3-4 mins.

Surprised by the speed, I wanted to see how fast it would take to upgrade since the normal method took so long. So I downloaded the ipsw of the 6.0 firmware and upgraded it using iTunes again. Same thing -- maybe about 3 mins or so.

After that (since I knew I could downgrade, if necessary) I decided to upgrade my 3rd gen ATV (which I had been holding off on). Seeing the speed advantage and having read about how many people were getting bricked ATVs doing normal upgrade I just upgraded it by iTunes as well. Zip, zoom, presto it was updated and ready to go just as quick as the 2nd gen ATV.

Now granted I had downloaded the ipsw image file beforehand saving a few mins of download but, by all means otherwise, if you've got the micro USB cable i'd recommend upgrading your ATV using iTunes, as well. Save yourself a whole lot of time.

Edit: quick update, make sure you are aware that upgrading by iTunes is a wipe and restore -- not a settings preserving "upgrade". You will have to setup your WiFi, HomeSharing / iTunes, and enter your Netflix / Hulu account passwords again.
 
After updating, the screen told me to connect to iTunes.

After connecting to iTunes, downloading the software and restoring, I plugged it back in to the TV as instructed.

Same screen as before. Arrrrgh!

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Same thing happened to me. Taking it in to the Apple Store this afternoon. Argh!

Just unplug the power to atv then plug her back in good to go
 
C'mon man. I unplugged, restored, replugged and I have the same connect to iTunes screen.

Well I had the exact same problem u did and even after a restore through iTunes it showed the connect to iTunes display on the tv. I unplugged the power plugged it back in and it booted properly for me
 
Still blinking

Well I had the exact same problem u did and even after a restore through iTunes it showed the connect to iTunes display on the tv. I unplugged the power plugged it back in and it booted properly for me

Well, ***** me up the goat a**!

Swear I did that before, but you're right.

Thanks.
 
Photos after update

I too had a bricked ATV after update. Did the restore via micro USB cord, and set up via Bluetooth by touching the ATV with my iPhone (kinda cool!) Problem I have now is that my wallpaper, which was my iOS photo stream of more than a couple hundred pictures before the restore, now only shows 4 photos. All the photos still show on my other devices but not on the ATV. Any ideas, thx?
 
Home sharing

I too had a bricked ATV after update. Did the restore via micro USB cord, and set up via Bluetooth by touching the ATV with my iPhone (kinda cool!) Problem I have now is that my wallpaper, which was my iOS photo stream of more than a couple hundred pictures before the restore, now only shows 4 photos. All the photos still show on my other devices but not on the ATV. Any ideas, thx?

Redo home sharing.
 
I too had a bricked ATV after update. Did the restore via micro USB cord, and set up via Bluetooth by touching the ATV with my iPhone (kinda cool!) Problem I have now is that my wallpaper, which was my iOS photo stream of more than a couple hundred pictures before the restore, now only shows 4 photos. All the photos still show on my other devices but not on the ATV. Any ideas, thx?
You might have to sign into iCloud Photos, too. So check Home Sharing, as before, then check iCloud Photos.
 
Screen Saver!!

Have to say, the iCloud Screen Saver is AWESOME!

I love seeing more than about 100 photos recycled!

Very cool!!
 
Bricked mine too. All my micro-USB cords are just a little too big for the Apple TV. Any advice?

(I guess I have mini-USB cords for other devices, but no micro)

We're cord cutters. This is literally our only source of television (iTunes and Netflix). Hmm ...
 
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What the heck, where is QA on this thing

mine bricked as well.

tried to restore couple of times, no go...

fire the qa engineers, how can i upgrade not tested at all? this is darn their device with little customization ...

I am always on macrumors every day and missed this news... should never updated at first place.
 
My Apple TV won't update. It's version 5.3 and when I go to update it says my device is up to date. I have the latest Apple TV device. I'm stumped!:confused::confused::confused:
 
Went and bought my $20 Micro-USB cable so I could return my Apple TV to a functional state.

What happened here Apple? Seems like more than a few are having this problem.
 
Went and bought my $20 Micro-USB cable so I could return my Apple TV to a functional state.

What happened here Apple? Seems like more than a few are having this problem.

$20 micro usb cable?


please dont tell me that you also buy $40 hdmi cables
 
Everything worked on mine. Restored from iTunes but connected wirelessly instead of a my wired connection. Apple forums seemed to think the problem was tied to the wired connection.

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$20 micro usb cable?


please dont tell me that you also buy $40 hdmi cables

Unfortunately my only option was Best Buy. :(

And No on the $40 hdmi ... AmazonBasics for me (when I can wait for 2 day shipping)
 
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