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Apple Puts Live Television Plans On Hold

CUPERTINO, CA (CelebrityAccess) — Apple Inc. has suspended their much-touted plans to offer live television on their streaming video platform Apple TV. Instead, at least for now, Apple TV will serve as a marketplace for media companies to sell directly to consumers through its app store.

Apple's initial plan had been to offer packages of about 14 channels for $30-$40 dollars, but the company ran into headwinds from content providers who wanted more money for their programming, a source close to the negotiations told Bloomberg.

Apple's decision to put its live teleivision plans on hold are a sigifnificant setback for the company as it markets its video streaming device in an increasingly crowded marketplace, where companies such as Google, Roku and Amazon already have strong footholds.

Despite the delay, the industry seems generally upbeat about Apple's long-term prospects for live television streaming.

“This will happen,” Moonves said at the Business Insider Ignition conference on Tuesday. “It has four major networks and 10 cable networks, let’s say, and the price point will be in the $30s, $30 to $35, $40 maybe. People will not be spending money on channels they don’t want to watch.” – Staff Writers