Apple TV: Planning to Display Live Television

Apple Set-Top Box

Apple Inc. is in talks with some of the largest U.S. cable operators to let consumers use a device like an Apple set-top box for live TV and other content, according to people familiar with the subject.

The talks represent the most ambitious crack Apple to infiltrate the show, after years of effort. Apple doesnot seem to have reached an agreement with the cable companies. One obstacle is the reluctance of operators to let Apple get a foothold in the TV sector.
The Wall Street Journal suggests Apple set-top box will be an alternative that "a few hundred dollars" instead of $ 10 - $ 15 per month for the standard used by cable companies. Companies such as TiVo boxes all the same, regardless of your decoder to replace using CableCARD technology.
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By following this route would avoid Apple licensed content directly from suppliers and instead piggy-back on the distribution of existing cable TV. The report also notes that this technology could eventually find its way into a standalone Apple TV.

Apple said that it planned for a set-top box as long as two years ago, but Steve Jobs had previously rejected on the market because of the lack of domestic suppliers. Meanwhile, cable companies would be reluctant to relinquish some control and revenue by Apple in their set-top boxes.