Already conquering the computer, mobile, and music industries, Apple's next mission is television and has already made contacts with cable companies about its next venture.
According to the Wall Street Journal (WSJ), Apple is in talks with US cable operators with the intention to let consumers use an Apple device as a set-top box for live television and other content.
Consumers interested in Apple's idea would be able to purchase the device instead of paying the monthly bill to the cable companies.
The company's current Apple TV product, released in 2007 and priced at $99.00, does not carry live network broadcasting and it's mainly used for downloaded videos purchased from the iTunes store, Netflix, YouTube, and Hulu Plus.
"[The interest of Apple in the television field] is 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 during last month's third quarter conference call. "We're not one to keep around projects that we don't believe in. The 4 million [Apple TV sales] is not a small number. It's small relative to iPads and iPhones perhaps, but it's not a small number."
If the Apple deal is successful, Apple would obtain access to various channels already available via the cable companies instead of issuing individual licensing deals with the networks and media companies.
According to the WSJ, two sources indicated that the Apple TV device could eventually be integrated into the creation of television sets.
According to biographer Walter Isaacson, former Apple CEO Steve Jobs reportedly said that he had "cracked" the concept of an Apple-branded television set, and Reuters reported earlier this year that such a device was indeed in the works.
Apple has so far declined to comment on what it called "speculation."