Apple is reportedly in negotiations with networks and cable companies to allow customers to skip right past those pesky ol' commercials that pop up in the middle of our favorite TV shows.
If you're interested, of course, you'll have to pay for a subscription through Apple TV—didn't think it would be that easy, did you? Under Apple's current requests, users will be able to skip commercials per show or per channel, and get live ad-free viewings of a series' newest episode (Breaking Bad August 11, anyone?) by purchasing a Season Pass in the iTunes Store. In turn, Apple will compensate cable companies and networks for their lost ad revenue. No word yet on how much these services will cost, though.
Apple CEO Tim Cook hinted at big plans for television earlier this year when he said that Apple has a "grand vision" for the future of the TV experience. Many people are already used to fast-forwarding through commercials on their DVRs, but this could be a small step toward big things to come for Apple and television.
[via Mac Rumors]