A new Bloomberg report has revealed that negotiations are currently going on between tech biggie Apple and Time Warner's Home Box Office (HBO) network for bringing aboard an HBO Go app to the Apple TV set-top device.
The Bloomberg report, citing the details shared by two unidentified sources `in the know of' the proceedings, said that Apple is in talks with HBO to start carrying the HBO Go app by the middle of this year.
With the Apple TV set-top box already streaming content purchased on iTunes and via other online services to the TV sets of the users, the materialization of the Apple-HBO deal will chiefly allow cable and satellite users who have subscribed to HBO to gain access to more than 600 hours of movies and TV shows on Apple TV.
The addition of the HBO Go app to the existing lineup of Apple TV services - including Hulu Plus and Netflix - will give a much-needed boost to the Apple set-top box which has been facing fierce competition for Roku and other similar video-delivery devices.
Meanwhile, though neither Apple nor HBO has officially substantiated the reports about their ongoing talks to bring HBO Go to Apple TV, the Bloomberg reported has pointed out that, since the HBO pay-for-service application requires the users to subscribe through a cable or satellite provider, the HBO Go app will be the first Apple TV app with pay-TV authentication.