Apple is feeling the need for television speed. On the heels of the swift transmission deal between Comcast and Netflix, Apple Inc. has headed to the table with the cable giant discussing a streaming-television service that would use an Apple set-top box and get special treatment on Comcast’s cables to ensure it bypasses congestion on the Web, The Wall Street Journal reported.
The discussions between the world’s most valuable company and the nation’s largest cable provider are still in early stages and many hurdles remain. But the deal, if sealed, would mark a new level of cooperation and integration between a technology company and a cable provider to modernize TV viewing.
Apple’s intention is to allow users to stream live and on-demand TV programming and digital-video recordings stored in the “cloud,” effectively taking the place of a traditional cable set-top box.
