Even as Apple co-founder Steve Jobs exits as CEO, talk of a TV from the tech giant is still thriving. A new report suggests the Cupertino, Calif. company is working on a new way to stream video (aka Netflix) to televisions and mulling a “subscription TV service.”



“Apple is working on new technology to deliver video to televisions, and has been discussing whether to try to launch a subscription TV service,” reports the Wall Street Journal, citing “people familiar with the matter.” The effort could create a service connected TV programming through iTunes, similar to cable packages, another report infers.

Earlier this week, Piper Jaffray analyst Gene Munster, a longtime supporter of the idea that Apple will enter the TV market, restated his belief – this time pushed by new CEO Tim Cook. Along with refreshing existing products, Cook will produce “Apple Television as soon as late 2012,” the analyst commented.

Researchers at IHS iSuppli have also suggested timing may be right for Apple to enter the high-end LCD TV market, given prices are falling below $1,000.

However, like some B Movie, there is a hitch in all this talk: Hollywood. Apple would love to move into the streaming video space owned by Neflix, and the company thought its iTunes Replay was just the ticket. Four of the six top movie producers aren’t signing the Apple deal, putting in question the ability for Cook to deliver a streaming alternative.

The only thing certain about these TV rumors is they won’t die.