The latest rumours surrounding the upcoming Apple TV platform claims that Apple plans to offer a customised channel line-up to its subscribers.

Sterne Agee analyst Shaw Wu claims that Apple is very keen to provide customised TV content to its users in the form of curated channel line-ups, Apple Insider reports.

Apple wants customers to decide which channels they want and which shows they want to view by paying a monthly subscription fee.

Wu said that Apple has the hardware and technology to pull this off but it would to get special content deals in order to make its offering different from what the others are offering.

"This is obviously much more complicated (than current offerings) from a licensing standpoint. And in our view, would change the game for television and give AAPL a big leg-up against the competition." Wu said in a note to investors.

"Today, iTunes has a rich library of movies and TV shows but it is mostly for downloads and only movies are available for rentals (TV shows once were, but were terminated in August 2011). What's missing is live broadcast television," he added.