Report: Apple (AAPL) Is Working On Ad-Skipping Technology For TV Sets

Posted Jul 16, 2013

Apple Inc. (NASDAQ:AAPL) is in talks with cable companies to pitch a service that would let TV viewers skip commercials according to sources with former Wall Street Journal editor Jessica Lessin.  This feature would be built into a premium service that Apple TV owners would buy into, according to her sources.  Apple would pay networks when the skipping occurs.

Currently the Apple set-top box is limited to prerecorded content, but the functionality is expected to change.  Apple is testing out live programming on Apple TV like keynote addresses and concerts.  Reportedly Apple is in talks with Time Warner Cable to add live channels to Apple TV.

Apple would not be the first company that lets you skip commercials.  TiVo, ReplayTV, and Dish has programs that let you skip commercial blocks.