The Apple TV will reportedly get a 4K revamp soon to take on Roku and Google in the living room

Apple is planning to unveil a new version of the Apple TV streaming box that will support ultra-HD 4K resolution video and the HDR color standard in September, reports Bloomberg.

4K resolution represents a sizeable bump up compared to traditional "HD" resolution, allowing for sharper movies and TV, and HDR technology offers the greatest accuracy in how colors are displayed on a TV. Apple's revamped streaming box will reportedly support both.

This new Apple TV will be unveiled alongside the iPhone 8 and the next-generation Apple Watch, according to the report.

To take advantage of the boost to video quality, you'll need a TV that supports 4K, HDR, or both, as well as have access to content that supports those standards. To that end, Bloomberg reports that Apple is in talks to bring 4K movies and TV shows to the iTunes store. The new Apple TV will also support apps that enable live TV streaming.

A new Apple TV would come as the company's living room ambitions falter - recent studies show that Roku currently leads the market for video streaming devices, followed by Amazon and Google. With a new Apple TV, and support for higher resolutions, Apple is hoping to gain some ground.

Apple did not immediately respond to a request for comment. You can read the full Bloomberg report here.

Here's the video streaming market share tally, per a study released in July 2017: