Pricing for the box is still being ironed out, but Apple TV 4 could cost betwen $149 and $199, 9to5Mac said.

While it remains unclear which channels will come included with the inevitable Apple TV streaming service, competitor Sling TV includes about 20 channels for $20 per month.

The buzz is getting louder on Apple’s (AAPL) September 9 showcase of its next generation TV set top box with news the vendor will price the unit up to three times what it charges for the discounted older model.

Apple introduced the Apple TV 1 in 2007. In 2008 a software update made the Apple TV 1 independent from a PC.

Apple introduced the Apple TV 2 in 2010 with the design used up to today. In 2013 Apple released a hardware optimized version with the Apple TV 3 rev A.

Back in March, the Apple TV price dropped down to $69 bucks, which was great news if you wanted an outdated set-top box. This person will help Apple beef up Siri’s Apple Music chops, including “working with [a] localization team to support the Siri experience in multiple languages”. According to a Bloomberg report, Apple is still working on securing deals with content providers that would give traditional cable companies a serious run for their money.

Reports also indicate the vendor will open a new App Store dedicated to the Apple TV along with a SDK for developers to build new apps. 4K TVs are out there, it would only be natural for Apple to be compatible with it and deliver a stunning attractive onscreen experience as only Apple would be expected to do in this long awaited next-generation Apple TV device. What is that worth to consumers?