Having enjoyed immense success in the personal computer, smartphone and tablet markets, seems like Apple is now moving on to the television industry.
According to recent reports, for the last few weeks the company has been engaging in prolonged discussions with media executives from multiple media organisations regarding the company's vision about the future of television.
Meanwhile, the Cupertino based tech heavyweight is also focusing on its proprietrary TV service based on wireless streaming technology that allows users to access movies, TV series and other content, according to a Wall Street Journal report which cited quotes from ‘people briefed on the project'.
In the past few meetings with counterparts from these media organisations, Apple executives including Senior VP Eddy Cue emphasised new ways the market identify users across all devices - be it tablets, smartphone or even TVs.
Apple apparently worked on the technology for several years and even came up with a few prototypes. Steve Jobs, the co-founder and ex-CEO of the company, reportedly said to Walter Isaacson, his biographer that he had "finally cracked it."