Apple's new TV service may come with ad-skipping feature: Report

Apple has long been rumoured to enter the TV space, either with a television set of its own, or a TV service with support from the big networks, or, indeed, both. While wait for the mythical Apple TV - the television - continues, a new report has disclosed some rather interesting details of Apple's TV service.

According to a report by Jessica Lessin, former reporter and editor for The Wall Street Journal, Apple's TV service will come with a feature that will allow users to skip ads. The feature will appeal to new generation of users who have grown up with DVRs that let you record content and, thus, skip ads when actually sit down to watch the show.

Naturally, the TV networks are not thrilled with the idea, but, the report claims, Apple plans to offer monetary compensation for any loss of revenue that may result from the ad-skipping. Based on the report, the initial response from networks doesn't seem to be very positive, though the negotiations are likely to continue for a while.

The report also confirms a few other murmurs we've been hearing for a while, like the discussion between Apple and the networks and cable companies have been going on for over a year now. Apple is said to be seeking rights for a service that would allow users to watch live and on-demand TV content. Apple may deliver this content via the existing Apple TV, any other set-top box, or its rumoured television set.

The report claims the discussions have been "highly secretive" and CEO Tim Cook and Senior Vice President Eddy Cue held talks with some media companies as recently as last week at a conference in Sun Valley.