Of course, reading beyond the headline reveals deep caveats like "Apple ... works with suppliers to test new designs all the time" and " Apple could opt not to proceed with the device" as well as referencing older rumors about team ups with cable or satellite companies, which should let you know that really, nothing has changed. They were under Steve Jobs, they are with Tim Cook at the helm. Unfortunately, for reasons ranging from studio licensing agreements to DRM to a lack of access to pay-TV provider data/content, it's very difficult to do with the level of polish and control of experience Apple would like.