Apple could be set to go head-to-head with Sky and Virgin Media in the UK by launching web-based paid subscriptions and tailor-made channel line-ups, according to an analyst.
It is believed Apple's forthcoming iTV service will offer content streamed via the internet, meaning customers will require a broadband connection to take advantage of this technology.
This would make it similar to the YouView internet protocol TV (IPTV) platform, which is set to launch in Britain in the new year.
In a note to investors, Shaw Wu of Sterne Agee said iTunes currently boasts a "rich library" of TV shows and movies, but most of these are available to download, with films the only content that can be rented, reports AppleInsider.
"What's missing is live broadcast television," he commented.
The simplest solution would be for Apple to integrate with an existing satellite or cable TV platform, Mr Wu stated, but a more revolutionary solution would see the tech giant deliver live content via the internet or IPTV.
This option would be more in keeping with Apple's iCloud and iTunes services, the analyst claimed.