Digg founder Kevin Rose has claimed Apple is set to launch a revamped iOS-powered 'iTV' box in September for $99.
Writing in a blog post, Rose claimed that the new Apple TV service would "change everything" and listed out why he believes that Apple's new rumoured device would be so significant including iOS TV-based applications sold through an App store like the firm's portable devices.
"With Apple's iAds, content producers (eg. ABC/NBC/etc.) can directly monetize and distribute their content," wrote Rose. "his will eventually destroy the television side of the cable and satellite industry, as your only requirement to access these on-demand stations will be an internet connection. Say goodbye to your monthly cable bill."
Rose also said that the Apple iPad would be the preferred input device for the mooted iTV. "You'll be able to editing videos, control games, and extend the interactive television experience," he said.
However with the iPad costing several times what the much-rumoured iTV is set to cost, it's unlikely to be as wide spread as the iTV itself. Technology blog Engadget broke news of the iTV, first pointing towards a mobile-like specification with the same A4 processor as the iPhone and iPad, however Engadget also claimed that the iTV would not be capable of playing 1080p HD content.
British broadcaster ITV had earlier warned that it would defend its ownership of the ITV brand in the UK and that licensing the name would be unlikely, raising the the possibility that the new Apple device will be called something different in the UK.