The smoke around the Apple Television continues to billow, ever-thicker. But this latest report by Jessica Vascellaro and Sam Schechner for The Wall Street Journal sure makes it seem as if things are still in the fairly early stages. It sounds like Apple is putting a lot of options out there in their talks with the media companies to see what sticks.

If that’s correct, I say there’s no way we see an Apple Television until mid-2013 at the earliest. But perhaps Apple is farther along and is just holding their cards really close to the vest (likely knowing that the media industry is just about the worst when it comes to the leaking of information).

But despite years of skepticism by many, I continue to believe this is happening. You don’t have to look past this paragraph in the WSJ piece to realize why:

The pace of change puts media companies that make TV shows and program TV channels in a dilemma. On one hand, they hope that they can increase their profits by selling new services on new devices. But they are worried that a proliferation of new services could undermine the existing TV business, which brings in more than $150 billion a year in the U.S. in advertising and consumer spending on monthly TV subscriptions from cable, satellite and telecommunications companies.

They’re throttling innovation so as not to disturb their current cash cows. That’s not a winning strategy, it’s a losing one. And someone is going to come along and hand their asses to them eventually. It may be Apple, or it may be someone who can do it sooner. 

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    Media companies sure are “throttling innovation" to preserve “current cash cows" but given how much cash is involved,...
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    I’ll tell you exactly what’s going to happen. I know this business. This broken down car of the Entertainment Business...
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