According to report, Apple is currently in talks with EPIX, backed by three major studios. The focus of these talks primarily is to procure content for Apple’s set-top box, Apple TV. However, there are chances that Apple’s attempt at furnishing content may also be directed at its long-anticipated iTV.

Apple TV currently costs $99 and has to be used with another television set. Apple TV users already have the option to stream content directly from Netflix and the MLB channel. However, Apple seems to be trying to expand the portfolio. It is currently in talks with EPIX, which is basically a venture backed by MGM, Lions Gate Entertainment Corp and Paramount Pictures.

According to a report by Reuters, these talks are most definitely about Apple TV. However, in the course of talks, Apple may also discuss the notion of content for its upcoming and hoped-for own television set.

There is a minor glitch though. EPIX already is an agreement with Netflix through which, Netflix has exclusive rights to stream EPIX movies until September. If Apple has plans of getting EPIX content for iTV, it will have to wait till at least October to be able to do so.

Wall Street has been quite skeptical of Apple ever since the demise of Steve Jobs. Many have wondered whether or not the new CEO, Tim Cook will be able to sustain Apple’s huge and wild success and popularity. And in this lieu, it is also being said that a product like iTV may give Tim Cook the kind of expertise and achievement that will affirm his stewardship.

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