Apple working on mysterious TV tech

Apple is developing a new technology to deliver video to televisions, and it has been discussing whether to try to unveil a subscription TV service, according to Business Insider.

There have heard rumours for some time that Apple has been dabbling in TV tech, and certainly the latest iteration of the Apple TV and its new iCloud-powered features could be construed as an indication that something is afoot, reports This Is My Next.

It seems there may be something completely new on the horizon.

Speculation also turned to the possibility that Apple will release an Internet-connected TV in the near future, reports Apple Insider.

Analysts have claimed for years that the company is hard at work at an Apple-branded HDTV. Reports have picked up steam as of late, with some rumours suggesting that Apple could release the product as early as this fall.

As for a subscription video service, Apple reportedly attempted to negotiate licences for a service in 2009 but gave up after talks stalled.

Envisioneering Group analyst Richard Doherty compared Apple's efforts to “pushing this giant marshmallow uphill,” noting that convincing rights holders, cable and satellite companies to change their business models is “light years” tougher than with the music industry.