To do that, it will not only have to give operators a credible Internet software platform but also work within their business models, which have involved a tight hold on settopbox data.
Next: Challenges from cable companies aside, Apple must make a settopbox, and it will be far more important than the actual TV set, says Jeremy Allaire, chairman of the online video services provider Brightcove.
Lately, the betting seems to be on Apple making a settopbox that would meld live TV for existing pay-TV subscribers with iTunes content under a more intuitive user interface, but it seems that the TV powers that be are wary even of that small step.