London, Aug 17 (ANI): Tech giant Apple is in talks with American cable companies about developing a set-top box to deliver live television, a report has claimed.
The US-based firm wants consumers to use an Apple-branded set-top box to view live television and other video content.
According to a report by the Wall Street Journal, Apple has not yet reached a deal with American cable companies, who are reluctant to allow the firm to establish a foothold in the television business.
Apple has sold its Apple TV box for several years, but it does not carry live television and the company has consistently described it as 'a hobby,' The Telegraph reports.
The box delivers films, music and television shows from iTunes to a TV set and also lets iPhone, iPad and iPod touch stream content from their device to a TV.
According to the Journal, it is unclear whether Apple plans to expand the existing Apple TV or whether it is trying to develop an entirely new set-top box. (ANI)