Apple is rumoured to be launching its own TV streaming service which could be available in time for Christmas. The news comes from a report in the New York Post which claims to have some inside information on the direction Apple is looking to take.

For months, Apple’s point man, Eddie Cue, has been leading talks with content providers, which have largely balked at the tech giant’s efforts to exert control over all aspects of the video service, including pricing, sources said. Apple’s negotiating stance can be summed up as “we decide the price, we decide what content,” according to one source familiar with the talks. “They want everything for nothing,” said another media executive, echoing similar tense negotiations Apple has had in the past with magazine publishers and music companies.

It appears that Apple wants to offer TV channels as apps for its Apple TV platform as well as the iPhone, iPad and iPod touch. It is still unclear if Apple is looking to package apps together for a subscription type TV package or if the apps would be offered on an a la carte basis. All of this would be in direct competition to the cable networks so the cold shoulder being shown to Apple should come as no real surprise.

Apple has been rumored to be releasing an updated Apple TV device at its iPad 3 event which is scheduled for March 7. It has also been strongly rumoured that Apple is working on an actual Apple HDTV set. We will have to wait and see how this one transpires but it would appear to make more sense if Apple manages to get control of some live TV content; especially sports content.

Source: New York Post