Apple is currently still in talks with content providers for its upcoming TV service

Former Apple CEO Steve Jobs reportedly met with CBS last year in an effort to bring the network's content to Apple's potential television service, but CBS turned him down.

At the UCLA Entertainment Symposium last weekend, which was hosted Friday and Saturday by the UCLA law school, CBS CEO Leslie Moonves described how Jobs had approached him to strike a deal for an Apple television service in the making.

"I told Steve, 'You know more than me about 99 percent of things, but I know more about the television business,'" said Moonves.

Moonves declined Jobs' offer because he saw the move as potentially detrimental to other set revenue streams. Jobs disagreed and argued on behalf of Apple's television service, but Moonves didn't back down.

Jobs passed away October 5, 2011 and an Apple television service still hasn't launched. Tim Cook took over as Apple CEO last summer and is still pushing the company toward a potential television service, which is now expected to launch by the end of the year.

According to a recent report by the New York Post, Apple aims to offer television channels as apps across its various devices, such as the iPhone, iPad and iPod touch. Apple is currently in talks with content providers, and it's unclear if CBS was approached once again.

Apple wants to introduce its new service by Christmas 2012, possibly alongside an upcoming Apple TV set.

The TV industry has been skeptical about letting outsiders in for fear that they'll lose their existing revenue streams and will be beat by the new guys. For instance, Netflix recently said it planned to join forces with cable companies at some point in the future in order to better compete with the likes of HBO Go. However, Comcast, the country's largest cable company, said last week that it wants nothing to do with Netflix and that it has no plans to offer Netflix's services on its Xfinity TV service.

Source: The Hollywood Reporter

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