Apple TV is at present, nothing more than a product that people whisper in corridors. It's a mythical TV that has Apple branding and will supposedly bring about a revolution in TV.
The problem is, it probably won't, and that's because if these sources are anything to go on, then Apple TV won't be a TV at all, it'll be a service like Netflix.
Apple is reportedly working on a rival to Netflix, iPlayer and Amazon Prime much in the same way that the company is hoping to rival Spotify with the integration of Beats into iTunes.
To gain an edge over the competition the tech giant will go straight to the content creators, offering them a chance to appear in Apple's TV service. Of course it would only be available on Apple products, but then what were you expecting.
While it's key to digest this information with a bucketload of salt, the move does actually make some consumer sense for Apple.
Apple TV at present offers a pretty small range of streaming options.