Apple is close to reaching a deal with Time Warner Cable, which would provide subscribers of the latter service with channels through Apple TV, reports Bloomberg.
A deal is likely to be announced in the next few months. Apple is hiring Pete Distad from Hulu, where he served as senior vice president of marketing and distribution, to work with Apple executives on media negotiations, the piece adds.
The deal would mark Apple’s first agreement with a cable company, although it already has agreements with Time Warner, HBO and Walt Disney. Apple wants to lure more customers to the $99 set-top device, which is facing stronger competition from rivals such as Microsoft’s Xbox.