The Apple WorldWide Developers Conference is in full swing and following the announcement of Apple's new $9.99 streaming music service, the real hype has been centered around what it is going to do to shake up the cable and satellite television industry, according to CNBC.

That is where the new Apple TV model is coming into play, though it was not ready to be featured during the WWDC. The new model will not only serve as a hub for the new Apple HomeKit platform, it will also be offering some new services which includes a traditional cable TV streaming service on this new platform.

"Apple is going to be a true gamechanger when it comes to reinventing the experience around how we get our video and video services," former Apple leader John Sculley told CNBC via a phone interview. 

Scully could very much be right.

In so many markets these days, big companies -- Comcast, Time Warner and Charter for example -- have held monopolies on what is offered to the customers. The onslaught of satellite TV services offered some competition, but in all, the big cable companies have been able to gouge their prices and reap sole market earnings in certain areas. This is soon to change, though, with what Apple TV has planned when it releases its new model.

"TV is so ripe to be transformed -- much as music was in the '90s. Nobody likes their cable television. The prices are exorbitant that people have to pay and there is little competition. So the timing is really perfect for Apple to come in with serious innovation," Sculley said.

But there is already competition in the streaming television bundles market. Sony has unveiled PlayStation Vue and Dish Network has Sling TV, both of which offer "cable-like" services to their streaming customers.

The Verge also reports that the new model of Apple TV may also get new apps for the box, ones that are not just select channels to view either, as they hinted at them in the developers tools.