Streaming trailblazer Roku will reportedly challenge Apple, Google, and Amazon's streaming products with its forthcoming 4K Roku Streaming Stick+.

The site Zats Not Funny reports Roku will unveil a new line of streaming products this fall, including an updated version of its traditional stick design. Roku's current streaming stick, which sells for about $40, can carry a maximum resolution of 1080p.

Streaming sticks — as opposed to "boxes" — typically have fewer features than their larger counterparts, although those features tend to migrate downward a generation later. Most streaming boxes (including Roku) have been offering 4K resolution for over a year, so it makes sense that sticks would get the feature this year.

Apple, which doesn't offer a stick, just unveiled its Apple TV 4K, which starts at $179. Given that streaming sticks are relatively inexpensive, a 4K Roku stick would give consumers even less reason to opt for an Apple TV — at least those who aren't already deeply embedded in Apple's ecosystem.

Reps for Roku didn't immediately respond to a request for contact.