All i see is an itunes icon and a usb wire

when i plug in appletv, all i see on the tv is a round itunes icon with a usb cable undernieth. can't change the screen and reset does nothing. any idea what this means?

I have the same issue and it's really upsetting that it was such a cryptic message. Couldn't they just display: "you need a micro usb cable to update your firmware" go to this URL "helpuful URL" for instructions.  This product has been really annoying in that it doesn't feel; apple.  The serial number required a microscope to read and is black on black.  I know you can use TV to get the serial number but not if it's displaying the itunes logo and usb info-image.  Apple! this waisted 2hrs of my life and likely another two hrs to get the micro USB from a computer store and figure the rest of this out.

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