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Apple is reported to be in talks about launching its own TV streaming service.

The company has started preliminary talks with US pay-TV giant Comcast.

The service would offer live TV and on-demand video through an Apple set-top box, and possibly even its existing Apple TV device.

It would have its own cables courtesy of Comcast, which would mean it could bypass all the other traffic on the web. This would mean a smoother service with less slowdown and fewer interruptions.

Customers of Apple's streaming service would "get special treatment on Comcast's cables to ensure it bypasses congestion on the web," according to the report.

This will anger supporters of net neutrality, which states that internet service providers shouldn't discriminate against various types of content, as long as they're legal.

Netflix is already up in arms about paying extra to receive preferential treatment from Comcast.

Last week, Netflix's CEO Reed Hastings posted an open letter saying his company had paid Comcast a fee – or a toll, as he called it – in order "to protect our consumer experience."

But he added that Netflix was only willing to do so "in the near term."

Apple has been rumoured to be beefing up its TV proposition since Steve Jobs told his biographer Walter Isaacson that he'd worked out how to make a TV set with a great user interface.

A more recent book claims the Apple co-founder told staff the company wouldn't make a TV set.

Current CEO Tim Cook has previously called television an "area of intense interest" for the company.

Stay tuned for more as we get it.

Source The Wall Street Journal

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