Though talk indicates Apple is indeed moving forward with a TV set - expected sometime next year - how the Cupertino company intended to deliver programming through the device was a point of contention.
However, according to the Wall Street Journal, sources are now saying that instead of Apple going head-to-head with cable providers, it's taken the position of wooing pay-TV providers with the offer of playing their live shows and other content through a set-top box built by Apple.
For those concerned about quality and compatibility, the sources reported the set-top box technology Apple's developing could be integrated with HDTVs.
Jobs not a fan
Steve Jobs, Apple's brilliant though choleric boss, was reportedly "dismissive" of attempts to build a cable box, the Journal reports, because cable operators each have limited regional exposure and don't own the content they license.
Countless other providers offer streaming access through the iPad and other mobile devices.
No deal has been inked yet, perhaps because cable companies are reluctant to give an inch to the litigious Apple, but time will tell if Apple TV changes from a dream into reality.
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Michelle was previously a news editor at TechRadar, leading consumer tech news and reviews. Michelle is now a Content Strategist at Facebook. A versatile, highly effective content writer and skilled editor with a keen eye for detail, Michelle is a collaborative problem solver and covered everything from smartwatches and microprocessors to VR and self-driving cars.