Piper Jaffray analyst Gene Munster has predicted in a note today that Apple will update both the Apple TV hardware and software in the near future. Additionally Munster predicts that Apple may introduce an iTunes TV subscription service for around $30-40 per month allowing ” all-you-can-eat access to Apple’s TV show library.”

The new Apple TV hardware could include a digital tuner and DVR says the analyst.

Looking forward Munster speculates that Apple could begin selling TVs that run “awesome” Apple software, Munster admits that it looks like a terrible business right now but only “if you don’t change the rules of the game.”

On the numbers Munster predicts that Apple will sell 6.6 million Apple TV units this year, compared to 2.1 million last year.