The The Wall Street Journal is reporting that Apple has a set-top box in the works that would allow viewing of live cable television as well as other content.
“Apple Inc. is in talks with some of the biggest U.S. cable operators about letting consumers use an Apple device as a set-top box for live television and other content, according to people familiar with the matter.
The talks represent Apple’s most ambitious crack at infiltrating the living room after years of trying.
Apple doesn’t appear to have reached a deal with any cable operators. One obstacle may be the reluctance of operators to let Apple establish a foothold in the television business.”
The WSJ brings to light that Apple’s set-top box will be an aftermarket item that could cost “hundreds of dollars” instead of then ten dollars per month your standard cable companies currently charge.
This path would be a smart one for Apple, allowing them to provide live TV content without paying for licensing. For example if they worked with a cable company like Comcast, it would be Comcast paying for licensing of the programming, but Apple’s box in the living room. Apple already is rumored to be hard at work on their own Apple “iTV” and may include this technology in their own TV set according to the report.
Apple was rumored to be looking into making a move like this a few years ago, but Steve Jobs supposedly put an end to the idea. Even though the WSJ is reporting that Apple is making major moves towards making their TV box a reality, many large cable companies are reluctant to allow Apple a spot in living room.