Rather than license TV programming for its own Web-based TV service, Apple is reportedly working with media companies and pay TV distributors on the launch of a branded set-top box. “In the
current discussions, which involve at least two big media companies, Apple envisages working with cable companies, rather than competing against them,” The Wall Street Journal reports.
“For programming, it would rely on cable providers to acquire programming rights from media companies, rather than acquire them on its own.”
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