Roku is introducing three models, priced to sell at $59.99, $79.99 and $99.99. Each model supports HD streaming and includes built-in wireless. The $79.99 and $99.99 models support 1080p streaming — a feature not seen in the $99 Apple TV.

All three models support playback of a growing collection of channels such as Amazon Video on Demand, Netflix streaming, MLB.tv, Pandora and more. Additionally, you can copy videos onto a hard drive or keychain drive and attach them to the USB port on the Roku XDS.

The lineup is going head to head with Apple TV, the Boxee Box and Google TV. Roku is hoping to entice customers to its newest units which are even smaller than previous models. While we haven’t gotten our hands on these new models to directly compare them, Roku has at least one clear advantage over Apple TV. Roku allows you to view a variety of  third-party content channels, while the Apple TV is limited to the content partners Apple has coded right into its box.

The new Roku boxes will be available on the company’s Website starting Thursday morning.