The Apple television saga continues with a new report by Quartz today offering a fresh insight behind the curtain of Apple's ongoing negotiations with content owners. The crux: while the talks have stalled as Apple's faced significant hurdles, the company is cunningly hoping to get at least a few content providers on board for a rumored iTV launch.
Afterwards, Apple is hoping to get cable companies to play along, the report notes. Apple's ultimate goal is to have the rumored standalone television set launch with a pay TV service that would see Apple “essentially becoming a cable company itself”...