I thought that the new ATV would've been revealed this week.
I am curious why you thought this?
Any rumors with a indication of a date?
Not anything solid. It could be tomorrow, it could be next week, it could be never.
There has been rumors of a new Apple TV for years, and obviously, none of them worked out.
The current ATV4k, while over 3 years old, is still a very capable streaming box. Actually, the A10X chip inside is still faster than anything the competition is offering now.
The price is steep when compared to the competition, especially if the intended use is just to stream content from Netflix, HBO Max, etc.
While the ATV4K is still faster than the competition, for many people, that faster speed isn't going to matter much once you start streaming something.
If you are into games, or might be in the future, the ATV4K is a great device. The game offerings is still lacking, and developer support for tvOS has really dropped off over the past few years, but it is still probably the best gaming/streaming box (excluding actual consoles).
but I can't imagine that the sort of spec bumps we'd see in a new Apple TV would warrant much fanfare.
I could use a lot more storage. The storage messages are a huge pain.
If the rumors of a gaming-centric ATV end up being true, bundled with an Apple design controller, larger storage, and maybe have some AAA game titles with it, that would warrant some fanfare.