Apple develops software to let viewers skip TV ads
APPLE is developing ad-skipping technology that would let owners of its Apple TV set-top box and future television devices watch shows without commercials.
Executives have briefed at least two owners of broadcast TV networks and cable channels, as well as some of the biggest US pay-TV systems.
One proposal is for Apple to reimburse programmers for skipped ads.
The company is seeking to develop TV products with broader appeal than Apple TV, a set-top device that has been purchased by 13 million consumers.
Chief executive Tim Cook said in May that Apple TV was more appropriate for "hobbyists" than mainstream viewers.
He said Apple was continuing to work on a "grand vision" to update TV-viewing, which remained "much like 10 or 20 years ago".
With advertising accounting for the largest share of their revenue, commercially supported TV networks have resisted ad-skipping technology.
Apple has also been working to license more content for people to watch via Apple TV.
In June, it announced deals to offer apps from HBO and ESPN to customers who already receive those channels from cable or satellite pay TV services. (Bloomberg)