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Apple may include a DVR-style ad-skipping service in its TV

Apple has reportedly been pitching a Dish Hopper-style, ad-skipping 'premium' service for its much-rumoured TV in recent talks with cable companies and networks

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One concept of what Apple’s TV may look like

Apple is planning a ‘premium’ ad-skipping service for its much-rumoured TV.

According to a report by former WSJ reporter Jessica Lessin, the Cupertino company has been pitching the option for users to skip ads with a payment being made to media companies when this happens.

Talks with media companies are apparently slow, but the offer from Apple to pay media companies when their ads are skipped may well help to sweeten the deal, given that ad-skipping technology is already in place and in use in DVR systems.

Although it’s unclear how this ad-skipping service would differ to the ones offered by DVR systems, Lessin offers one suggestion in the form of a patent granted to Apple last year:

The patent describes technology that could swap in a different stream of video during a commercial break.

Most recently, discussions are reported to have taken place between media companies, Apple CEO Tim Cook and Senior Vice President Eddy Cue at last week’s Sun Valley conference.

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