Apple will step up its plans to take on Netflix and dominate the video on demand market with the release of a new Apple TV in October.
The Silicon Valley giant will release a new version of its video streaming service with an assemblage of advanced features which will compete with game consoles, traditional set-top boxes and online streaming services like Netflix and Amazon Prime.
Its new box will include a built in microphone for Siri support, a redesigned remote control and an app store that will allow developers to run programs on it.
The new controllers have real and touchpad buttons as well as motion sensors which will make playing games easier and in turn help Apple to compete with gaming consoles such as the Xbox and PlayStation.
The box itself is slightly larger than the existing Apple TV and is expected to be considerably more expensive with a price as high as $200 compared to the current $69.
Apple will initially focus on growing the number of TV channels and networks before taking on Netflix with a complete streaming TV and film service. It is increasing losing ground to Netflix however which now has over 60 million subscribers, has just launched in Asia and will be available in 200 countries by January next year.
Netflix has even increased its commitment to creating original content following its decision not to renew a major deal with distributer Epix who whose titles include The Hunger Games and Transformers. Netflix's chief content officer Ted Sarandos recently wrote on the company’s blog that its goal is to “provide great movies and TV series for all tastes, that are only available on Netflix”.
Apple is rumoured to be pursuing a similar agenda with reports emerging that its senior vice president Eddie Cue has held preliminary talks with executives in Hollywood to produce original entertainment content.