Leaked news reports have pointed to the name-change by Roku, which will carry brands like Premiere or Premiere Plus, Express or Express Plus and Ultra models instead of the hard-to-recall numbers.

According to this report, the Roku 1 will now be known as the Roku Express and Express Plus. Unfortunately, there's no news yet on whether the company is rolling out an upgrade product or just instituting a name change.

The Roku 2 and Roku 3 will now be called as the Roku Premiere and the Roku Premiere Plus, respectively. One of the highlights of the new devices is their 4K-ready support capability. There's also additional microSD and Ethernet in the Premiere Plus.

The Roku 4 will be renamed the Ultra, which will have full HD support as well as an remote locator and optical audio output.

But the report said that Roku should also address the heat complaints as well as the very noisy fan.

The leaked report has since been taken down, but enterprising individuals already screengrab the post

Meanwhile, The Verge said that the news about the rebranding is a welcome development for the company. It conceded that the new change will make it easier for the end consumer to relate to Roku's products.

For now, however, there no news yet on the release date for the Roku devices. But The Verge said that it's likely that the company will roll out the new products before the holiday season even begins. It speculated that there would be some big announcement to be made by the company "within a month or two at most."