Gigaom

Apple’s(s AAPL) negotiations with content owners over a new Apple TV model are reportedly proceeding at a molasses-like pace, and it’s looking like we should be less hopeful that Apple will be bringing something entirely new to the market for set-top boxes any time soon. According to a Bloomberg report Thursday detailing the negotiations, where they stand right now doesn’t leave a new Apple TV looking much different from other set-top box services already available.

That Apple is negotiating with cable companies and other content owners to get live television and older episodes of TV shows on Apple TV is not news. What is interesting is the detail in the Bloomberg story about what the holdups in the negotiations are. Here are a few of the most interesting (and depressing) bits from the story that show how cable companies are thinking about partnering with Apple:

  • Cable companies want to brand…

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