In a bid to rival Nvidia's new Android TV and the Amazon Fire TV, Roku seems ready to unwrap its high-end streaming set-top box presumably dubbed Roku 4.
Rumors are spreading like wildfire indicating that Roku might be working on its fourth streaming box that will purportedly showcase new hardware that can possibly enable 4K video playback as its top selling point.
Reports surfaced earlier saying the company allegedly posted a "4K showcase" teaser on its website, which might be referring to a new model coming out with support for 4K video playback. The link to the teaser was then reportedly discovered dead and pulled out after being publicized on Twitter. However, this may suggest that the unveiling of the company's new product is imminent.
The Roku device was also recently rumored to pass through the FCC recently, but the approval photos showed the Roku 3 (not the rumored Roku 4). A new speculation then emerged, suggesting that the Roku 3 might still be the company's flagship but is just being refreshed to incorporate the new technology.
@danielwcooper The Roku(s) went thru the FCC this AM. Maybe they're keeping "Roku 2" & "Roku 3" but bumping to 4k. https://t.co/sPBBWstcW8
— Dave Zatz (@davezatz) September 23, 2015
The company launched its last flagship set-top box back in 2013. While others still adore the hardware, the device cannot support 4K content. This further stokes the speculation that Roku might already be working on a makeover to its set-top box.
In fact, in January, the company already did say that it is working on a 4K reference design. The announcement was made at the CES 2015.
Roku has yet to confirm if word on the street is true, but judging from the latest rumors, the unveiling date seems to be just around the corner.
Meanwhile, other reports speculate that there is a great possibility that the new device will roll out just in time for the holiday shopping season.
Amazon launched earlier this month a new Fire TV that touts support for 4K Ultra HD. Nvidia's Android TV set-top box also has support for 4K.
