Word on the street is that Apple TV will gain Siri-powered “universal” search with a rumored new $149 model being unveiled next week. Which would be quite curious if they also deliver a more open app platform as, suddenly, Apple iTunes video could compete directly against the likes of Amazon and Vudu. Presumably, should both come to pass, Apple would be content to take a cut of app sales (as seen on mobile) to offset the video losses.

Of course, others like Roku and Fire TV, have long featured universal search, with TiVo leading the pack — as both live and upcoming television programming are indexed, along with the ability to create a OnePass playlist from disparate sources. Apple’s search functionality would gain additional utility should their rumored streaming TV service launch… with live programming and hopefully an on demand library.