Apple's TV venture to be every episode at any time with an iOS interface, accessible from iPhones and iPads

Insider sources say there is a document circulating that details what the device is intended to do. Apple's idea is that it will offer content that revolves around the viewer's convenience, rather than a strict programming scheme. More or less it is supposed to be like a TiVo in the cloud, offering you every TV series episode at any time, even minutes after it has started airing live on one of the big networks. This certainly bests most on-demand services, which only offer a few episodes back from the current season. Of course, there will be the obligatory social networks integration, so you can share what you are watching on the big screen to your Twitter feed, and so on.

As for the interface, Apple's set-top box gizmo is expected to introduce icon-based navigation similar to what the iPad now has, which will be another huge improvement over the clunky cable interfaces we have now, but sources say the UI design is subject to further iterations that will make it even easier for users. 

Moreover, Apple's intentions are that you could access the content from the TV device on your iPhone or iPad, too, which means you can start streaming that next "Breaking Bad" episode right after it begins airing live, wherever you are.

All good ideas, which the Journal says are actually a retrenchment from much more radical intentions Apple has, and which the cable and network companies shot down a few times, as it would bomb their cushy business models. The current proposal also has a steep hill to climb with the major TV players that are understandable weary of Apple getting its foot in the door of their business, but it might be a good compromise in the end. As to whether there will be an actual TV with the service you can buy from Apple, there are only rumors for now, and nothing is mentioned about that in the publication.

source: WSJ