Uploaded new software update and all I have is a little black box with an incessant flashing white light. I have pushed menu + downarrow on the remote, unplugged for 10 seconds and stiill no change when I plug it in again ! !

Welcome to the Apple Community.

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.

(You may already have a micro USB cable if you have a camera or other digital device)

This is complete bullsh*t....Not your soultion itself, but the fact that this is the solution. I now have to go out and purchase a micro-usb cable to update my Apple TV? F*cking phenomenal. Who's running the sh*t show over at Apple these days. This is inexcusable. I'm pulling out my Roku until this is fixed with the paying Apple consumer in mind.

Thanks for letting me vent.