Apple in Talks to Build Cable Set-Top Box to Display Live Television

NewImageThe 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 suggests Apple's set-top box will be an aftermarket item that could cost "hundreds of dollars" rather than $10-$15 per month for the standard one provided by cable companies. Companies such as Tivo already provide similar boxes to independently replace your cable box by utilizing CableCARD technology.

By following this path, Apple would avoid having to license content directly from providers and instead piggy-back on existing cable television distribution. The report also notes that this technology could eventually find its way into a standalone Apple television set.

Apple is said to have considered a set top box as long as 2 years ago, but Steve Jobs had previously dismissed the market due to the lack of national-providers. Meanwhile, cable companies are reportedly reluctant to give up some control and revenue by allowing Apple into their set top boxes.

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Top Rated Comments

Mr Fusion Avatar
156 months ago
This is all so wrong... :rolleyes:

I want a box that helps me CUT THE CORD with cable companies, not a box that keeps me with them!!! :mad:
Score: 23 Votes (Like | Disagree)
newyorksole Avatar
156 months ago
The TV industry really needs a shake up and Apple are the perfect corporation to do the shaking.
Score: 19 Votes (Like | Disagree)
iBreatheApple Avatar
156 months ago
Steve woud've never allowed this.

I'm so freaking sick of hearing people say 'Steve would have never allowed this."
Score: 14 Votes (Like | Disagree)
ConCat Avatar
156 months ago
Well, the last I heard TV subscriptions have decreased, so either they step out of their comfort zone or they face fading into oblivion. Not that it matters to me. Netflix makes me happy.
Score: 14 Votes (Like | Disagree)
Leonard1818 Avatar
156 months ago
I for one have had it with the big cable companies pushing us around and taking advantage when there are limited-to-no other options in the area.

On that premise, I recently cancelled cable (retaining internet). I COULDN'T BE HAPPIER... I went from $125/month for cable/internet to $50/month high speed internet. That's $75 PER MONTH that I am saving. That leaves me PLENTY of money for netflix, hulu, pandora (all of which I now subscribe to), Amazon prime, a TV mount and a fancy antenna for local stations.

Be careful who you partner with Apple... I liked the talks of a standalone apple branded TV set rather than a new cable box for my non-subscription...
Score: 12 Votes (Like | Disagree)
iBreatheApple Avatar
156 months ago
I just want NCAAF on my Apple TV.
Score: 12 Votes (Like | Disagree)