Apple has sent out an email to registered developers announcing that it is begun accepting submissions of third-party apps for the new Apple TV. The email explains that developers will need to build their apps and games using the newest Xcode 7.1 GM, which includes the tvOS SDK, and test them on the tvOS GM seed.
This requirement suggests that only developers that have received a new Apple TV as part of the Apple TV Developer Kit will be able to build and submit apps at this point. Apple also notes that it has updated its App Review Guidelines for tvOS.
Additional details on building and submitting apps for tvOS can be found on Apple’s tvOS Developer Page.
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