according to The Wall Street Journal, talks have broken down with NBC. NBC is owned by Comcast, the country’s largest cable operator, and it has reason to keep this hole in Apple’s service. “At the end of the day,” Beck says. “Comcast wants to preserve its existing model.” Apple TV may not quite give you everything.

But even Comcast sees where TV is moving. NBC, after all, is available on a similar service that streams internet TV to Sony Playstation consoles. And it will come to other set-tops too. Step by step, we’re moving towards a world where an Apple TV is as attractive as an iPhone.

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