Apple Inc. is currently in talks with Time Warner Cable Inc. and other potential partners as it plans to unveil a new Apple TV set-top box as early as April, according to a report Wednesday from Bloomberg.

The new product is said to have a faster processor and upgraded interface. Though the release date could be subject to change as Apple secures new deals with programming and distribution partners, the company hopes to have the new device available in time for the holiday sales season.

If Apple inks the deal with Time Warner Cable, it would be the company’s first such deal with a pay-TV provider. The cable operator already makes its programming available via Apple TV rival Roku.