Apple announced the new Apple TV last month with a vague release date of October, and it's just about on track — CEO Tim Cook just said on stage at WSJD Live that the streaming box will launch next week, meaning it should squeak in right before the end of the month.

Read next: The new Apple TV review.

The Apple TV costs $149 for a 32GB model and $199 for the 64GB version, and Apple will start taking orders on Monday for shipping by the end of the week. On stage tonight, Cook called it "the foundation of the future of TV."

We're at WSJ Live right now — you can follow along with our liveblog here.