Starting with Steve Jobs, Apple execs have routinely promised a better TV experience, bashing our existing experience along the way. In a lot of ways, they’ve failed to deliver. Apple TV is a neat streaming box, but it doesn’t set itself apart in any notable way. The recent price drop for Apple TV was nice, and quietly suggested something new was coming. It is, according to a new report. In addition to new hardware, Apple is reportedly bringing Siri along for the ride, and a new TV app store.