Shares of Apple (NASDAQ: $AAPL) and Comcast (NYSE: $CMCSA) are both trading higher today on reports that Apple has begun discussions with the country’s largest cable provide. reports suggest that both companies are negotiating terms about a joint streaming-television service using an Apple’s set-top box, currently known as iTV.
The Wall Street Journal reported that the deal being discussed would have Comcast provide special treatment on its cable system. This is to ensure there are no glitches during the the video data transmission. In other words, Apple wants some assurances that the service won’t suffer from Web congestion.
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According to report, Apple plans to allow users to stream live and on-demand programming stored in “cloud” servers. If it goes through, the deal would signal a new level of cooperation between technology and cable TV companies.