Apple is now moving toward another service to be provided to its customers through its devices. As the company is in talks with some of the biggest U.S. cable operators about letting consumers use the Apple TV box as a set-top box for live television, rather building their own TV show database.

The current Apple TV box may not provide this facility, but it can be expected that the coming Apple TV might carry the features to be used as a set-top box.

 Two people briefed on the matter said the technology involved could ultimately be embedded in a television. Apple has worked on prototypes for televisions in the past, according to people briefed on the projects.

As it is reported that Apple is more concerned about the set-top-box service, at the moment, instead of its design. But one thing that has to be noticed is that the co-founder of Apple, Steve Jobs dismissed this idea. The report says,

Apple contemplated building a cable set-top box more than two years ago before it launched the latest version of its Apple TV, according to a person familiar with the matter. At the time, Apple’s then CEO Steve Jobs was dismissive of the idea, believing working with cable operators was problematic because they didn’t have national reach—each served only defined geographic territories. Another issue: entertainment companies own most of the content, not the operators, according to two people familiar with the meetings.

But Apple has not yet found any cable operator to come with an agreement. So now lets see what new Apple is going to bring for its users and again fascinates them.

(Via WallStreetJournal)

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