Apple's long-rumoured TV streaming service might not launch anytime soon, after finance news site Bloomberg cited sources claiming Apple has put its plans on hold for the foreseeable future.
It appears to be the latest delay for the service. Earlier in the year, we heard that Apple was close to signing content deals with the major networks.
Then over the summer, it was reported to be delayed because Apple was negotiating to offer local TV content to viewers. The last thing we heard, it wouldn't launch before the end of the year.
Now it looks like we could be in for quite a wait.
Again, it's those pesky content deals holding things up. Les Moonves, CEO of American network CBS said Apple's plans were "on hold" for the moment, but was adamant they weren't dead in the water.
"This will happen," he told Bloomberg. "It has four major network and 10 cable networks, let's say, and the price point will be in the $30s, $30 to $35, $40 maybe [per month]. People will not be spending money on channels they don't want to watch."
Apple is a notoriously tough cookie when it comes to negotiations, but it seems the networks are just as stubborn. The result? Deadlock.
You can be sure Apple will come back to the negotiating table in the new year. Amazon is also reportedly interested in starting its own live TV service, which may add some heat to proceedings. It'll be interesting to see how it goes.