A new report says Apple's trying to woo cable companies on ad skipping technology for TV programs.
(Credit: CNET)
There's new fuel for the fire that Apple's working on technology for an updated TV set top box or TV platform.
Citing unnamed sources, tech writer Jessica Lessin (formerly of the Wall Street Journal), says Apple's been meeting with cable companies to pitch a service that would let TV viewers to skip commercials.
That feature would be worked into a "premium" service Apple TV owners would buy into, the report says, adding that Apple would then pay networks when it occurred.
Apple's TV set top box remains limited to prerecorded content instead of live TV channels, though Apple has dabbled in offering its own presentations, like keynotes and concerts, live. A series of rumors has pointed towards the company expanding from selling content a la carte to a subscription that would rival what people purchase from their cable providers.
Apple declined to comment on the report, calling it rumor and speculation.
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