In some of its most recent negotiations, Apple has focused on cable companies that would give it access to live broadcasting without needing new content agreements. Under such a deal, Apple would release a new product for customers to access their set of channels, paid with a cable subscription, instead of leasing a set-top box from pay-TV operators for a monthly fee, a person familiar with the discussions said. Apple may also lease the boxes through cable companies, another person said. The box would be Internet-connected, similar to Comcast’s new X1 interface, which is available in Boston, Atlanta and Augusta, Georgia, the person said.
This hesitation on he cable and telcos part is ridiculous. There is money to be made right now. They need to start viewing television in the same way they now sell iPhones to mobile phone customers. A cable subscriber with an Apple TV box will bring in more money than a regular cable customer. Who cares about controlling how the menus look? Rake in the subscription fees and let Apple provide the experience, just like the mobile carriers have for the last five years.