Apple Incorporated and a couple of cable companies are engaged in negotiations regarding ad-skipping technology. This specialized technology will allow users to skip ads on cable television. In return Apple will pay the cable television companies for their loss. Consumers will thus be able to watch immediately available live shows on the Apple set top box. According to the WSJ's Jessica Lessin, the ads will be pole vaulted and so viewing television will be more pleasurable. Already many people skip the ads by switching channels when the ads come. By giving them the option to skip ads deliberately Apple is making a good thing even better.
Thus here you have it, the future of Apple TV. This goes beyond all previous promises. The ad-skipping features resemble the Dish Hopper DVR in many ways. It’s been a year or so since talks have been going on with cable companies. Recently they have progressed to animated discussions that are likely to bear fruit. The ad-skipping technology would be a part of a premium service where the consumers would pay an extra amount to Apple. Apple in turn would pay the cable companies for the losses they incur from skipped ads. The deal is similar to Apple’s iTunes Radio which also offers an ad-free package. Since people are so sick and tired of annoying ads that interrupt interesting programs, this service may be just the thing they need.