Apple Talking to Cable Companies to Upgrade TV Experience [WSJ]

The reputable Wall Street Journal claims to have heard from people privy to Apple’s plans that the company is in talks with big cable operators to route content through its set-top box.

The newspaper reports that cable companies might be persuaded to allow consumers “to use an Apple device as a set-top box for live television and other content,” according to people briefed on the matter.

The Mac maker hasn’t yet reached any deals, but they’re trying, the WSJ notes. It appears, though, that cable companies don’t want Apple disrupting their profitable businesses.

The Cupertino giant would also need to convince consumers to go out and buy a set-top box.

Last, but not least, two of the people briefed on the matter said Apple is also considering to embed the technology in a full-fledged television. People briefed on the projects reportedly said “Apple has worked on prototypes for televisions in the past.”