A piece in today's Wall Street Journal claims that Apple is "working on new technology to deliver video to televisions, and has been discussing whether to try to launch a subscription TV service." And if that's true, the cable industry should be a little nervous.

Essentially, Apple thinks that the experience of watching TV sucks, and they want to change that. The problem is that in order to do to TV what they did to the music industry, they've got to deal with a huge slew of licensing deals. After all, if you can't watch all the shows you watch now on Apple's replacement, you're not going to cut the cord.

But if Apple is able to press studios and networks into getting on board, it could change the way we watch TV. Instead of buying a huge package of channels, you could pay per channel, or by show. You can already see how they'd like things to work with the current Apple TV, but if they were able to aggressively get a more comprehensive catalog of shows on there, it'd really change the layout of the industry. You've got your work cut out for you, Tim Cook.

Wall Street Journal via Gizmodo