On stage at WSJDLive, Apple CEO Tim Cook announced that the company’s next-gen Apple TV streaming box will ship next week. Cook describes it as “the foundation of the future of TV.” Apple is also introducing its new tvOS operating system, hoping it will lead to an array of TV apps, including games. To get things rolling, the company is currently accepting app submissions from developers for review. “Apple is providing developers with guidelines for supporting major Apple TV features like the touch-sensitive remote, as well as more esoteric additions such as the layered parallax effect on app icons,” reports The Verge. The new Apple TV will run $149 for the 32GB version and $199 for the 64GB model.