There’s been rumors about this for a while, but Les Moonves, CBS’s CEO, confirmed that Apple approached them about a subscription TV service for AppleTV. CBS said no:
“I told Steve, ‘You know more than me about 99 percent of things but I know more about the television business,’ ” Moonves said, citing his concerns about providing content to a service that could disrupt CBS’ existing revenue streams. Moonves said Jobs, in characteristic fashion, strongly disagreed with his assessment.
As usual, sounds like cable operators are the biggest impediment to the evolution of television.