KANSAS CITY, Mo. — Apple is reportedly in the works of developing technology that will allow TV viewers to skip past commercials while also making advertisers happy.
The scoop was first reported by former Wall Street Journal reporter Jessica Lessin.
According to the blog post, Apple has been “seeking rights from cable companies and television networks for a service that would allow users to watch live and on-demand television using an Apple set-top box or TV.”
A premium version reportedly would allow users to skip commercials completely.
As you might imagine, advertisers might not be sold on the idea. Television broadcasters have previously sued Dish Network for similar technology that was introduced last year.
Read more about the plan, including possible clues in a patent, in Lessin’s blog.