Apple is on the verge of rolling out its initiative to elevate television from an experience that CEO Tim Cook has said is “stuck in the seventies” into a new age of television curated by the tech giant.

BuzzFeed reports that the new Apple set-top box — a successor to the recently discounted Apple TV box — is ready to head to market.

“Apple intends to show the device off at its annual World Wide Developers Conference in June along with a long-awaited App Store and a software development kit to help developers populate it,” the website reports, citing sources who are familiar with the company’s plans.

The company has reportedly been trying to get its Internet TV service off the ground since 2009.

“For years Apple has described TV as an “area of intense interest,” trashing the current TV experience as antiquated and asinine, and repeatedly hinting at plans to evolve it,” BuzzFeed notes.

The report adds: “Sources say Apple’s new Apple TV is a significant overhaul of the device, one intended to undergird Apple’s vision of what the TV viewing experience should be, and to raise the table stakes in a set-top box market cluttered with barely differentiated devices from Amazon, Roku, and others.”

BuzzFeed’s Martin Hajek adds in the report: “If I’m understanding the company’s strategy correctly, the new Apple TV isn’t just a play for a stake of the streaming TV market, but for the mythical digital living room. Think TV, music, apps and a little bit of home automation as well.”

The new device is expected to support Siri voice control, among other innovations. Pricing remains unknown, although it is likely to come in at a higher price than the current Apple TV box, which recently came down to $69 from $99.