Apple TV has gained some noteworthy set top rivals in the form of Roku and Chromecast, but the iPhone maker could soon gain a major ally for its TV push. Apple is reportedly working with cable giant Comcast to provide a wide range live and on-demand TV content exclusively to Apple's set-top box.
According to the Wall Street Journal, Comcast's TV content would be hosted over a "managed connection" in order to prevent server slowdown when a large amount of viewers stream a show simultaneously.
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The Journal notes that the two parties aren't close to making a final deal, and details are scarce as to how the agreement would benefit Comcast subscribers or Apple TV owners. One possibility is that a new version of Apple TV will be sold at retail, pre-loaded with access to Comcast-only features.
This isn't the first rumor connecting Apple with a major cable provider. A report from Feb. 2014 speculated that the company may be in talks with Time Warner Cable to create a service that was expected to launch as soon as this April.
First launching in 2007, Apple TV is a $99 set-top box that allows users to stream purchased iTunes content, such as music and movies. The hardware also supports popular streaming services like Netflix, Hulu Plus, and HBO Go.