Apple is reportedly planning to update its Apple TV set-top box to add support for third-party apps, paving the way for the launch of an App Store targeting the device.

According to various reports, the company will announce the move at its Worldwide Developer Conference (WWDC) in June. This will also see the launch of a new software development kit (SDK) to enable apps to be created for the home platform.

With Apple TV having been criticised in some camps for the limited range of content available – especially outside of the US market – the ability to support apps would enable third-parties to make available a range of content for the device. In addition to streaming video and media, gaming could also be a big focus, as well as the usual range of social apps (including Facebook and Twitter).

But the Apple TV hardware has not been updated for some time, which may be necessary to support a full apps portfolio – storage, in particular, could be a sticking point.

While Apple is likely to look to exploit commonalities between the Apple TV box and its other iOS devices, there are obviously some significant differences – primarily in terms of user interfaces.