Apple‘s next television product — said to be dubbed iTV — could feature support for popular video rental subscription service Netflix, Business Week reports.

If true, a Netfix-enabled iTV would surely be a huge hit given the device’s speculated $99 price tag. The new TV product would also feature a multitude of potential apps that would presumably also work with iPhone and iPad operating system iOS.

This might also be the reason the current favorite set top streaming media box Roku just received a price drop across the board — their low-end model now just $59.