The next Apple TV set-top box could cost a lot more than the current version, it appears, as we count down to its possible launch date on September 9th.
Sources told 9to5Mac that the second-generation model will likely cost $149 (£97), but that the price could be as high as $199 (£130).
The edition in shops now is currently on sale in select retailers for the reduced rate of £59, compared to the standard price of £79.
The forthcoming model is expected to be crammed with many more features than the first incarnation.
Reports indicate it will run full iOS 9 – the same operating system as the iPhone and iPad – and boast an App Store stocked with third-party apps.
It's also expected to have Apple's personal assistant Siri on board for voice control, and to have a bigger, touch-sensitive remote control that packs motion sensors for gesture recognition.
The same sources also revealed that better Bluetooth and Wi-Fi will be on board, making it compatible with third-party games controllers. So expect plenty of the third-party apps to be games.
It seems Apple is not content with taking on every other streaming box around, it also wants to compete with the Xbox One and PS4 as well.