Apple TV: Changing the Channel? (Update 3)

Apple working with the cable companies is nothing new. Rumors have flown around that Apple was working with Rogers Communications(RGC) and BCE(BCE) in Canada. If Apple is indeed working with companies such as Verizon(VZ) , AT&T(T) and Time Warner Cable(TWC) , then this may signal a shift in strategy by allowing the cable and media companies to own the content, the way it does with iTunes.

Jobs and Apple had reportedly discussed building a set-top box for the cable companies more than two years ago, but Jobs ultimately decided against the deal because the cable companies operated in regions and didn't have national scale, like the major wireless carriers do.

If Apple is indeed changing its television strategy from the oft-rumored television set to a more sophisticated set-top box with a television, then this appears to be a shift in Apple's relationship with content owners.

Just when you thought it was safe to keep the channel on mute, Apple might be turning up the volume.

Apple could not be immediately reached for comment.

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--Written by Chris Ciaccia in New York

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