apple tv is not showing up in itunes

If you're trying to reset your Apple TV 2 that's in recovery mode and it's not showing up in iTunes, definitely try using a different micro-USB cable. You need one that supports data transfer, not just one that charges. I tried 4 different micro-USB cables before I found one that finally worked...and when it works, it instantly pops up in iTunes. Also, make sure you don't have the power cord connected to the Apple TV for a 2nd generation model.