Apple fast forwards TV ambition

Apple, which has always been secretive about its offerings prior to launch, is reported to be in talks with various media executives about its TV ambitions, signaling the company's TV strategy may have advanced.

Executives from Apple had been in talk with media executives at several large companies in the past few weeks, according to a report Monday by the Wall Street Journal (WSJ). Among the technologies put forward by the company were the capability to recognize users across phones, tablets and TVs; remotely control TV using Apple iPhone or iPads; as well as a technology that could respond to users' voices and movements, the report said, citing sources familiar to the matter.

A source said Apple had discussed new ways to stream media companies' content and allow users watching a video on a TV set to switch to other devices such as a smartphone, and keep watching the video on the move, said WSJ.

Cuptertino was also said to be working on a TV set that could wirelessly stream content to access shows, movies and other content, noted the report, adding that sources suggested that Apple might use a version of its wireless technology AirPlay to allow users to control its TV device.

However, Apple has been vague about the specific software and devices it is working on, and has yet to make proposals to license shows for the new Apple products, said WSJ. Based on Apple's talks with the media executives,the news wire believed Apple's TV strategy was "advancing" because the company had always been secretive and kept its products and ideas "close to the vest until as late as possible".

This would mean that Cuptertino's TV ambition had matured from being a "hobby" of its late co-founder Steve Jobs. During the launch of the new Apple TV in September 2010, Jobs called it his "one more hobby". Later in December, the company announced it had sold 1 million units of the device.