Apple is wooing cable operators for an Apple-branded set-top box for live TV and other programming, according to a report.
The tech giant hasn't reached a deal with any of the cable firms yet, according to the Wall Street Journal, which cites "people familiar with the matter." Reps from Apple could not be reached for comment on the report.
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Apple's strategy for its set-tops appears to divert from the traditional model in which consumers pay $10 to $15 a month to rent a set-top box from their cable operator. In contrast, Apple wants consumers to pay hundreds of dollars to own the item. If anything, the approach mirrors Apple's strategy with the iPhone in which it partnered with carriers to disseminate that device. However, cable companies may be wary of letting Apple impede on their business.
Of course, Apple already has made inroads in the category with Apple TV, a $99 product that lets viewers watch content from Netflix, Hulu Plus, YouTube and Apple. Despite a relatively low profile for Apple TV, the company has sold 4 million units, breaking it out of "hobby" status, Apple CEO Tim Cook told analysts last month. It's unclear whether the new box would be an upgrade of Apple TV or something totally different.
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This story originally published on Mashable here.