Apple is negotiating with some top U.S. cable operators about building a set-top box for live television, reports The Wall Street Journal. (Please note that The WSJ is a subscription site and not all readers may be able to access the story.)
Cable operators might be wary of allowing Apple to gain traction in the TV business, with no apparent deals yet between the cable industry and Apple, the story notes.
Another obstacle may be the need for Apple to convince consumers to buy a set-top box that could cost hundreds, instead of renting one from cable operators for $10 to $15 per month, according to the article.
"The talks illustrate that Apple is seeking a less radical path to expand in television than it has contemplated in the past, namely teaming up with existing service providers rather than licensing content to compete with them directly," the report points out.
The article notes: "By building a set-top box that could be used with cable operators, Apple would be following a similar playbook that it used to transform the mobile-phone industry: convincing existing service providers to marry their service with Apple’s hardware and software."
An Apple representative declined to comment on what he called rumors and speculation, the piece adds.