Apple is apparently developing a new technology for delivering streaming video to televisions and could be preparing to make a change to their iTunes video on demand service with the launch of subscription plans. That’s the rumor coming from the WSJ (subscription required) who have it on good authority from ‘people familiar with the matter’ that Apple could be looking to make a large impact in the subscription TV market.
However, that said, it’s difficult to establish what the ‘new technology’ actually is. While some may suggest that it’s a new set top box or Apple TV, it could equally be a new video compression standard that would help to reduce the load that on demand video services like Netflix and iTunes place on bandwidth.
Of course, this rumor will once again bring up talk of Apple launching a television set but it should be noted that it does not specifically suggest that this is something that the company is actually considering. The rumors surrounding an Apple branded television are predominantly based around financial analyst opinions and have had little evidence to suggest that it is something Apple is working on.
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