The Next Apple TV Will Reportedly Challenge Game Consoles

Apple season is fully upon us, people. In addition to the iPhone 6s and a bigger “iPad Pro,” Apple is rumored to use its event on Wednesday to introduce a revamped Apple TV with a heavy emphasis on gaming that will compete with traditional game consoles.

According to a report from The New York Times citing “people briefed on Apple’s plans who spoke on the condition of anonymity,” Apple’s new box will focus on gaming in a way that the company has traditionally shown little interest in—despite making money hand over fist from. The sources say that the new Apple TV will include “more power for better graphics, a new remote that could double as a controller and, perhaps most important, an app store to buy and download games.”

Apple has been rumored to be taking gaming more seriously ever since Bungie’s Marathon released exclusively on Macs in 1994 yet has consistently demonstrated a lack of interest, so it’s hard to know how seriously to take these mounting rumors. But as gaming becomes increasingly lucrative for the company, it likely becomes increasingly difficult to ignore, as well. If Apple does enter the gaming space in a big way, though, it could mean trouble for Sony and Microsoft. While traditional console gaming will of course always have a market among hardcore fans, it’s easy to imagine a much wider audience flocking to a cheaper and more friendly Apple TV the same way that audience took to the Nintendo Wii.

We’ll see soon enough as Apple’s event happens on Wednesday at 10am PST.