Hot thing in TV industry these days is to implement new internet-based pay TV service that will use apps instead of channels to provide content. Apple also joined the race. Tech giant is reportedly negotiating with different content providers for its own subscription based internet TV service.
Quartz reports that Apple is not planning to launch just a smart TV or just a new set-top box. Instead, Cupertino wants to do something different. It requires standout programming from content providers to make its product totally different from others. Apple actually wants to pioneer the idea of online video programming displayed via direct apps using internet.
Cable providers are trying to stop content providers to sign deals with Apple. But Apple does not want all content providers on board. It is talking with selected providers like Disney’s ESPN, Time Warner Bro’s HBO, Viacom's MTV Networks, Nickelodeon, and Comedy Central.