Apple is reportedly in talks with U.S. cable operators to bring live TV to the living room, but maintains the product remains a hobby.
According to reports in the Wall Street Journal, the electronics company is in the early stages of trying to develop a foothold in the TV industry despite previously branding Apple TV as a ‘hobby’ device.
Released in 2007, the product brought iTunes content to the television set, while slowly adding more non-Apple content to Apple TV including access to Netflix, Hulu Plus and selected American sports.
But the company maintains the venture is not serious, despite acknowledging the four million devices sold so far in 2012 is an encouraging start.
“It's still at a level that we would call it a hobby, but we continue to pull strings to see where it takes us,” said Apple CEO Tim Cook last month.
“We're not one to keep around projects that we don't believe in.
“The 4 million is not a small number. It's small relative to iPads and iPhones perhaps, but it's not a small number.”
Whether cable operators allow Apple into the market remains to be seen, however, given their tendency to take a foothold in industries.
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