Rumors of an Apple television streaming service have been circulating for years, but according to numerous reports, the company has struggled when it comes to studio and service provider negotiations. Now, the Cupertino-based company has reportedly developed a new strategy — a premium subscription model that would allow users to skip ads. Citing sources familiar with the discussions, former Wall Street Journal editor Jessica Lessin says that Apple has told network executives that it plans to offer a premium version of its TV service, which would allow users to skip commercials. For the privilege, Apple will offer the studios unspecified compensation for the lost advertising viewership.
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