It appears that Apple may currently be in negotiations with several content providers for a new TV delivery service, one that would go around cable companies to provide content directly to customers. Negotiations with cable providers seem to be at a stand-still, Apple is looking at other avenues to expand its presence in the living room. Apple's new strategy would see content delivered from apps, according to Quartz:
A pay-TV service from Apple would likely compete with similar offerings from Intel, Sony, and Google, who are pursuing a similar strategy of content delivery. However, reports suggest that a key part of Apple's strategy would be the long-rumored Apple television. Apple wants to control as much of the TV-watching experience as is possible, so moving from a box plugged into your TV to the TV itself would make it easier for them to steer users towards Apple content, rather than switching to another device plugged into the set.
The cable companies are a major obstacle to Apple's plans right now. They have so far prevented individual networks from making their own deals with Apple, and have also not yet reached deals of their own to put their lineups on Apple devices. But that's the plan that Apple's hoping to stick to, letting cable customers get their content directly through an Apple device, be it a TV set or perhaps a newer version of the current Apple TV. It's been rumored for a while that Apple and Time Warner Cable are close to a deal on such a system, with TWC customers accessing cable content through an app on the current Apple TV.
Would you ditch your current cable service to sign up for one from Apple? Let us know in the comments.
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Joseph Keller is the former Editor in Chief of iMore. An Apple user for almost 20 years, he spends his time learning the ins and outs of iOS and macOS, always finding ways of getting the most out of his iPhone, iPad, Apple Watch, and Mac.