Q: Apple TV will not update, why?

Responses can only be as helpful as the details provided and none were given here.  What happens when you try?  Error, no response? Fails to completely install?  What version are you currently on?

I have the same issue.  I have tried to update several times.  Every time I get the error that the update was not successful and to try again later.  I have a newer unit as well, since I just bought it in October of 2012.  I recently tried to use Hulu Plus through my Apple TV and nothing will play.  I was hoping this update would fix Hulu Plus.

If you are using ethernet, try the update with wifi.

If your problem persists get yourself a micro USB cable (sold separately), you can restore your Apple TV from iTunes:

1. Remove ALL cables from Apple TV. (if you don't you will not see Apple TV in the iTunes Source list)
2. Connect the micro USB cable to the Apple TV and to your computer.
3. Reconnect the power cable (only for Apple TV 3)
4. Open iTunes.
5. Select your Apple TV in the Devices list, and then click Restore.

If when you choose restore you get a message that the device cannot be found, download the file below

• Apple TV Software Restore 5.1.1 (2nd generation)
• Apple TV Software Restore 5.1.1 (3rd generation)

Then hold down the option key while choosing restore and select the downloaded file when prompted.

Same problem here. I have two new appletv's one wi-fi one ethernet same problem with both. This is sloppy. I love apple products but this kind of stuff isn't winning any fans.

Apple TV - 2nd Gen:   Update failed twice yesterday - very very slow - several hours before update failure message and it doesn't appear to have reached a complete download before failing.  Attempted again this morning - result ATV has completely disappeared - no onscreen feedback and iTunes has dropped ATV from list of recognized devices.  All I've got now is a fast blinking light on the ATV. I haven't tried to do anything more complex than to run the update so I'm not sure what's happening.  Ran the update on my iPad and iPhone without problems so I don't think it's my network.  Using Wi-Fi for everything - Ethernet not possible (computer and ATV on opposite ends of apartment).  What's up with this update?      

FIXED but only by plugging into iTunes and doing a full restore followed by reconnecting network and setting a couple passwords for Netflix & Hulu+

Tried again today and both worked. Unplugged the ethernet cable on the one I have hardwired first. Must have been a server issue. Not uncommon for early adopters to make a run on the servers and impact new update downloads. The way it looked (like it had completely downloaded the update) maybe it was not passing a CRC check for integrity or something. Anyhow I hope everyone else has the same luck. Back in the good graces.

Got a lot of hope for Apple TV. Really want to cut the cable cord....

Connecting to wifi did not allow the upgrade to work.  It looked like it was working, but then hung.  I waited an unreasonable amount of time before I aborted, knowing I would have to attempt through iTunes.  My update worked only after I plugged into iTunes.  But, the upgrade took and the unit worked perfectly after reinstalling into my system.  Very disappointing to have to use this process for the upgrade.  This upgrade did allow Hulu Plus to work, as well.  Here's hoping the next upgrade does not require such an effort.

I was getting the same "unsuccessful ..." message each time until I did a restart from the setting menu. That fixed it for me. The installed worked after the restart.

My update came up as I turn on Apple TV, It says 1 of 2 so it's on 1 and only 1/4 done on the bar.  It's been almost 45 mins now

What should I do?