Rumors of Amazon developing a set-top box have started to escalate once again, particularly after it was discovered that the company has filed to trademark “Firetube” in U.S. and Canada. This is believed to be the moniker for Amazon’s TV offering. A latest WSJ report claims that the set-top box might launch with a number of music streaming, movies and games apps to enhance the user experience. Amazon has reportedly given cable TV providers and media app developers till mid-October to submit their apps.

The Amazon set-top box is said to allow users to access its video catalog and even its Instant Video and Video on Demand services. These additional apps would offer more functionality, and even give the set-top box a leg up over its rival, the Apple TV. The report does not mention which cable TV providers or developers have been approached by Amazon to develop apps for its new device. It is not known right now when Amazon is going to unveil this device, information about pricing and availability is yet to come in. Apparently the set-top box is codenamed Cinnamon and as per rumors, it may be launched around the holiday season. Another rumor suggests that Firetube might actually be similar to Chromecast and that it will allow Kindle Fire users to stream content to TVs. Amazon hasn’t commented on these rumors, so it can’t exactly be said for sure right now what Firetube is really going to be.

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