Apple in talks to HBO HBO Go to Apple TV

Apple and HBO are in talks to HBO programming on demand Apple set-top box streaming a new report.

Citing unnamed sources, Bloomberg says that the two companies continue to work out a deal with the hope of adding to the range of Apple's streaming through the middle of this year.

Apple declined to comment on the report, calling rumors and speculation. HBO did not immediately respond to a request for comment.

Apple set-top box currently hosts a number of applications for Apple's own services like iTunes and movie trailers, but also includes third-party services such as Netflix streaming and Hulu Plus, which makes adding HBO programming a natural choice. The only hitch in this plan is that HBO Go currently requires users to subscribe to HBO through their cable operator to use the Bloomberg sources say something Apple is trying to circumvent.

For its part, already offers HBO HBO Go application on the Apple iOS platform for playback on Apple mobile devices, and sells some of his shows on the iTunes Store. HBO Go is also available on rival set-top boxes, including Roku and Xbox 360 from Microsoft and Samsung Smart TV, but all these solutions require an active subscription through a cable provider.

Apple is rumored to work on his own television set to release as soon as this fall. Although much of this story has been on the hardware and form factor, went to the same extent the type of content deals Apple may need to implement in order to differentiate its all its rivals. Apple TV set-top box, which the company has maintained around since the beginning of 2007 is still described as a "hobby" by the company, but has posted a sales growth in recent quarters due to increasing interactivity with Apple's iOS and Mac devices.
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