Apple is reportedly close to inking a deal with Time Warner Cable that would allow for access to the cable company's lineup via Apple TV, according to Bloomberg.
A final announcement is expected within a few months.
Neither Apple nor Time Warner Cable immediately responded to PCMag's request for comment; a TWC spokeswoman told Bloomberg that "we don't have an agreement with them at this time."
Bloomberg pegged the potential deal as a way for the Apple TV to compete against gadgets like the Roku and Microsoft's Xbox, which has embraced entertainment features as much as gaming in recent years.
Recently, Microsoft signed a deal with Time Warner Cable that will provide Xbox Live Gold members with access to 300 channels on their Xbox 360 console, including AMC, BBC World News, Bravo, Cartoon Network, CNN, Comedy Central, Food Network, and HGTV, among others.
In January, Time Warner Cable also struck a similar deal with Roku.
Apple, meanwhile, recently revealed plans to add HBO GO and WatchESPN to its lineup of Apple TV programming, but cable content could make the $99 set-top box even more appealing.
Reports about deals between Apple and the cable industry have been floating around for at least a year. In Feb. 2012, there was a report about Apple pursuing new content delivery systems, while The Wall Street Journal reported in August that Apple was in talks with cable providers about bringing their content to the Apple TV.
In an effort to lock down those deals, Bloomberg said Apple hired Hulu's vice president of distribution, Pete Distad, to help negotiate with media and cable companies, Bloomberg said.
For more, see PCMag's review of the Apple TV and the slideshow above.
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