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In 2011, Steve Jobs told the autobiographer, Walter Isaacson, that he has finally managed to crack the Apple TV. However, 4-years after his death, the company has not been able to make too much headway as they are yet to come up with an offer for their customers so that they can profitably sell the Apple TV set-top box. CBS CEO Les Moonves said last year that a streaming deal is underway with Apple but the company has put their plans on hold and the reason quoted as the reluctance of content owners to rework their prices, report Bloomberg. According to an anonymous source, Apple wants to sell a 14 channel package for up to $40 a month, but since a cable package costs an average of $85, the media companies are unwilling to sell their content for the lowered price to Apple.

The TV industry is facing fierce clash as more and more players such as Netflix, Amazon, Verizon and Google are in direct competition with Apple in a bid to offer an alternative to monthly subscription the consumers get from cable. As per a research conducted by SNL Kagan, the cord cutting revolution led to a loss of over 190,000 non internet video subscriptions in the third quarter of 2015. However, It is nothing in comparison to 625,000 subscriptions that top pay TV providers lost in the earlier quarter which is the highest ever recorded drop in the history of TV sector, as reported by The International Business Times.

As per Wall Street Journal, Amazon has announced that live TV service will be offered via its Fire TV set-top box. They also declared that Amazon will be offering its subscriptions to Starz-on-Demand and Showtime for a measly $8.99 a month.