Apple is in talks with cable operators to offer live TV programming on set top boxes according to the Wall Street Journal. However the company is struggling to close any deals. Current set top boxes on the market have a traditional model where consumers pay around $10-$15 per month to rent them from the cable operators. Instead Apple wants the consumer to pay hundreds of dollars to own them. The closest gadget that Apple has to a set top box is the $99 Apple TV, which allows users to watch Netflix, Hulu Plus, YouTube, and iTunes on their TV. Apple TV also lets you stream what you are viewing on your iPad, iPod, and iPhone to your TV like photo slideshows and apps. Apple has sold around 4 million Apple TVs thus far.