Apple reportedly working on TV ad-skipping plans

Apple is reportedly working on ad-skipping technology for its Apple TV set-top box service. 

According to a Bloomberg report, the firm has briefed at least two broadcast TV network and cable channel owners on the plans, with the firm also looking to develop TV products with “broader appeal” than its current Apple TV box.

An earlier report by former Wall Street Journal reporter Jessica Lessin said that Apple has been seeking rights from cable companies and networks for a live and on-demand TV service, and in recent discussions said it wants to offer a “premium” ad-skippable version of the service.

Apple has long-rumoured to be preparing a bigger push into the TV market. Speaking at a conference in May, Apple CEO Tim Cook admitted that the firm has “a very grand vision” for the space, but declined to comment on persistent speculation that the firm is readying an Apple branded TV set.