The shipments supposedly are Apple set top boxes, not Apple TV, so of course All Things D can say no new Apple TV, in fact safe for anyone to say that, Why?
Because it may be an entirely new product and not an Apple TV at all.
If apple is to make a full sized "real TV" later next year, they would call it Apple TV most likely, so the old Apple TV will be retired. BUT they would almost certainly have a new "set top box" called something entirely new to replace the Apple TV as we know it and get out of the hobby and into something real that may work with cable companies like Time Warner as they talked about.
So are we safe to assume the 3 shipments were old hardware of Apple TV? or is this an entirely new product with apps, maybe a gaming controller etc... or is this just a cover for say a watch, which is of course highly unlikely but is interesting because of the weight of the shipments, if it was a watch it could be up to a million, enough for an initial launch.
Clearly if it was not a complete fake, this Apple "set top box" is something they have cooking..