Apple is said to be looking at ways to remove adverts from its rumoured TV set in a bid to boost sales if and when the device launches later this year.
The company has reportedly spoken with broadcasters about the deal and is even thought to have offered to compensate them for any revenue they lose as a result.
Other rumours claim the TV set could be controlled using a ring worn on a viewer’s finger.
U.S media is reporting that Apple wants viewers of its TV set to be able to skip through all adverts at the press of a single button when watching on-demand shows.
It would be a slight difference to the current model seen on set-top boxes, such as Virgin’s TiVo, that lets users fast-forward though advertising on recorded programs.
However, sources claim the service would not be used with live television.
Rumours about an Apple TV set began last summer when sources claimed the company had been in talks with American cable firms about streaming live TV to an upcoming set.
According to the Wall Street Journal, Apple has not yet reached a deal with American cable companies.
Apple already sells a £99 ‘Apple TV’, a small device which plugs into a HD TV
The box plays 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.
Apple also produced an app for iPhones and iPads letting owners control this device from their gadget.
A full Apple TV is expected to improve on this functionality, allowing users to see information about programmes they are watching and to change channels.
In April, analyst Brian White from Topeka Capital Markets claimed in a research note that the Apple TV would have a 60-inch screen and cost £1,650.
These rumours have not been confirmed or denied by Apple.
White additionally claimed, after meeting with Apple suppliers in China and Taiwan, that the Apple TV set could be controlled using what’s been dubbed iRing – a ring worn by the viewer that could control channels, volumes and, potentially, the adverts when the viewer points their finger at the screen.
He added the ring could also have motion detectors built in.
White believes this ring will be accompanied by a small iPad-sized screen, to add security, telephone and video-conferencing tools.
Apple is reportedly offering $280million for an Israeli company called PrimeSense that created the motion sensing technology used in Microsoft’s Kinect sensors.
The PrimeSense technology can ‘see’ objects in 3D and Apple is believed to be wanting to buy the company to add this software to a gesture-controlled system for its TVs.
Source: Dailymail UK