Apple is starting to talk to media companies about what could be possible in makeover of the television industry. Current rivals in TV include Microsoft with XBox, Google TV, Western Digital Media Center, Roku, and Boxee.
Apple is expected to make efforts not to join the existing model with competitors, but to change the television industry.
Currently Apple TV is a digital media receiver that plays digital content originating from the Apple iTunes Store, Netflix, YouTube, Flickr, MobileMe, MLB.gtv, NBA League Pass, NHL GameCenteror any Mac OS X or Windows computer on the local area network that is running iTunes.
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