The site heard from a Best Buy source who realized he could no longer order stock of the current Apple TV.
"A customer was inquiring tonight about Apple TV. However right now we are out of stock (Which hasn't happened since I started). Not only were we out of stock, but I was also unable to order one from our product ordering system (OMS). Product was listed as 'currently unavailable'. From prior experience, this usually is associated with a product that is being 'discontinued'."
Best Buy online, Amazon, Target, Wal-Mart, and others are also out of stock on the device.
It's thought that Apple has a new Apple TV codenamed J33, according to discoveries made in the iOS 5.1 beta firmware.