Rumors have been floating around for years suggesting that Apple has been working on a HDTV, but we haven't heard anything concrete from the company on the matter. Now, according to a report in The Wall Street Journal, plans for an Apple television have been canned entirely.

The WSJ's sources suggest that while Apple has been working on a television for nearly a decade, the company simply couldn't find a way to differentiate the product from others on the market. Apple looked into 4K displays, FaceTime video chat functionality, and even transparent laser-powered displays for their TV, but decided none of those features were compelling enough.

Instead, Apple will reportedly announce a new version of their Apple TV set-top box at WWDC next month. The new Apple TV will be slimmer than previous models, come with refreshed software including an App Store, and will be controlled by a new remote with touch functionality, according to a variety of reports.

Apple is also expected to announce an Internet TV service at WWDC, which would bundle around 25 TV channels into a streaming service that would cost $30 to $40 per month. The service would launch next September and will be available to those with Apple devices.