Sony pulled a surprise rabbit out of its hat at a Japanese press launch yesterday, unveiling a set-top box called the PlayStation Vita TV that will go on sale in Japan this November. The device will go head-to-head with the Apple TV set-top box, performing a similar role in bringing Sony’s digital entertainment services to televisions. That includes the Music Unlimited and Video Unlimited services, and PS Vita and PSP games. Fast Company reports that the PS Vita TV will sell for around $99 in Japan, or $150 with a PlayStation joypad and memory card. Sony will also allow third-party services onto the device, with Hulu mentioned as one of its first partners. There’s no news on whether it will launch elsewhere in the world, however.