Image: Apple
The iTunes and Netflix streaming Apple TV box could be about to get its own app store according to rumours.

According to the BGR website, Apple will use next week’s Worldwide Developers Conference to announce a software development kit for developers to create software for the device.

In the UK the Apple TV is still something of a mixed offering, providing access to US sports but excluding popular catch-up services such as iPlayer and 4oD and lacking the ability to watch films purchased from iTunes.

Instead users can rent movies, watch purchased TV shows and, if they subscribe to iTunes Match, access their music library as well as watch Netflix – subject to a separate subscription – and listen to radio and podcast content.

The addition of apps would allow the Apple TV to better compete with Smart TVs, connected Blu-ray players and the upcoming YouView.