The Wall Street Journal reports that Apple is in talks with cable television operators to use an Apple TV device as a set-top-box. Instead of Apple building their own TV show database to compete with the cable operators – as Apple has discussed with show creators in the past – this approach would simply plug cable operators to televisions via an Apple device.

The report says that Apple’s plans with cable TV networks aren’t necessarily for the current Apple TV $99 box. The plans could be for a future version of Apple’s current device, or for the much-rumored Apple Television set.

Two people briefed on the matter said the technology involved could ultimately be embedded in a television. Apple has worked on prototypes for televisions in the past, according to people briefed on the projects.

Additionally, the report says that Apple has not yet come to any agreements with any cable TV operators.

[Source: 9to5Mac - Read the full story]