Looks like the rumor mill just can’t get enough of Apple TV. This time, the speculations are on a deal between Apple and Comcast to bring channels from the US largest cable TV network to the Apple TV. And as per analysts, Apple TV 4 might be the first one to feature the same.

We infer from the report on The Wall Street Journal that Apple wants to add a new Comcast hub on Apple TV, where users would be able to sign up for a subscription and stream all the live and on-demand content from them. Apple will of course keep a cut from the fee.

The other half of the speculations show that Apple has asked Comcast for a “special treatment” for the content flow to Apple TV devices – a separate set of fibers would broadcast specifically to Apple’s set-top boxes, thereby bypassing the congestion of the normal cables with overloaded bandwidths.

Under the plan Apple proposed to Comcast, Apple’s video streams would be treated as a “managed service” traveling in Internet protocol format – similar to cable video-on-demand or phone service. Those services travel on a special portion of the cable pipe that is separate from the more congested portion reserved for public Internet access.

The report suggests that the discussions are still in the most primitive stages and that means, there is a high chance that this tie-up, if any, will flow into the drain to join hundreds of others. Even if these rumors are true and Apple & Comcast figures out a deal, the Comcast zone for Apple TV would still be a long time away, thanks to the huge cable upgrades and multitude of copyright signatures involved.

Also read: Where is Apple taking the TV in 2014?

So here’s what we think. The first part of the rumor might indeed be true. Apple has been working on making Apple TV the king of living rooms for quite sometime now and adding the traditional cable channels along with what they’ve to offer, seems to be a great first step. That does sound like something Apple would do.

But the other part – on preferential streaming to Apple devices – is very unlikely. Such a provision would be in direct conflict to the net neutrality norms and Apple who likes to boast about ethics on every ad and keynote, would rather skip it. Here is an elaborate critical look into the rumor by GigaOm.

All that being said, we wouldn’t count on Apple-Comcast deal, despite what many bloggers have been saying. There’s a lot to be accomplished between a successful talk and a successful implementation and the time frame given for the Apple TV 4 launch by the most recent rumors isn’t generous enough for that.

Update: Dan Rayburn at StreamingMedia: “From sources I have spoken to, no such deal between Apple and Comcast is being considered today, the way the WSJ describes it. Apple routinely has discussions with all the major content owners but Apple is not working on any special streaming service that will be delivered via Comcast.”

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Following increased rumours that Apple will be releasing an updated Apple TV for 802.11ac support at their iPad event in October, it was thought the announcement would be a relatively small one. However, a recent appointment into Apple’s exec team might indicate that Apple has plans for something special lined up for a 2014 release.

CableLabs exec Jean-François Mulé has recently joined Apple in the role of engineering director and his appointment comes just weeks before Apple are set to announce the new model of their Apple TV. But it’s his LinkedIn profile which has got the rumour mill speculating, as according to his experience Mulé is “challenged, inspired and part of something big” at Apple.

A new Apple TV

So what exactly is he doing at Apple?

Apple have been releasing new media apps to the Apple TV over the last few months, including HBO Go, WatchESPN, Sky News, Disney Channels, and MLS to name a few, and then of course there was the 6.0 firmware which added a ton of functionality, so it’s clear to see that the Apple TV is no longer a hobby to Apple.

Factor in Mulé’s appointment with Apple’s interest in purchasing Ultra HD TV panels from LG, together with the rumors Apple is in talks with the company behind the Xbox Kinect, as well as Tim Cooks vision for the future of Apple TV and you start to build a picture of just what Apple might have up their sleeve with their ‘something big’.

Tim Cook has been very vocal in expressing his disappointment in customers experience with TV and the interaction with cable providers. Given Mulé’s expertise, this is certainly something that Apple could explore changing.

There have been numerous concepts built showing what Apple could easily create to revolutionise the living room experience, and with the release of the Xbox One of Ps4 imminent, now would be a great time to get their foot in the market. The most logical conclusion is that it will be a standalone TV set with integrated services probably powered by iOS, but it could equally just be a redesigned set top box, allowing the consumer to attach whatever display they choose.

It’s an area where Jony Ive could really come into his own; when asked about his favourite Apple design, Ive answered:

“It’s a really tough one. A lot does seem to come back to the fact that what we’re working on now feels like the most important and the best work we’ve done, and so it would be what we’re working on right now, which of course I can’t tell you about.”

Could it be this ‘important work’ that is the Apple TV? Perhaps they have the design, the interface, and the interaction all figured out but just needed that last ingredient – Mulé could be that ingredient.

One thing’s for sure, Apple have something special up their sleeve and it all seems to revolve around the Apple TV. Sit tight folks, although we’re still only looking at a small update for the Apple TV in October since Mulé was only appointed a few weeks ago, it spells big news for what Apple might have planned for 2014.

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