Apple TV has 13 million subscribers.
Apple has begun work on an ad-skipping technology that would enable its TV set-top box users and future TV devices watch programmes without advertisements.
The iPhone maker has also briefed two owners of broadcast TV networks and cable channels, in addition to some pay-TV systems in the US, with one proposal being to refund programmers for skipped ads, Bloomberg reported.
Earlier, Apple reported plans to develop TV products with broader appeal compared to the Apple TV, a set-top device currently bought by about 13 million consumers.
However, reports claim that commercially supported TV networks have resisted skipping technology as ads account for the largest share of their revenue.
Prior to Apple, Dish Network rolled out ad-skipping for broadcast network TV shows with its Hopper TV set-top box in March 2012,while 21st Century Fox, Comcast’s NBCUniversal and CBS filed a lawsuit alleging that the service would wipe out free, over-the air prime-time TV.
Dish has also counter sued the networks in New York and sought a court ruling that it has not infringed copyrights.