The Wall Street Journal makes a brief mention of a mysterious new video delivery technology Apple is allegedly working on:

Apple is working on new technology to deliver video to televisions, and has been discussing whether to try to launch a subscription TV service, according to people familiar with the matter.

Authors Yukari Iwatani Kane and Jessica Vascellaro did not elaborate further, beyond alluding it could be related to a subscription-based television programming that might be bulked through iTunes, akin to cable deals. Another report earlier this month asserted Apple is in fact developing iTunes Replay, “a full-fledged re-downloading and possibly streaming service”. Apple earlier this year enabled iTunes users to redownload purchased apps, e-books, music and other content free of charge, on an unlimited basis. Most recently the company added television shows to the mix, effectively creating a cloud-based locker for Hollywood entertainment.

While the prospect of the so-called Apple television remains sketchy, Apple recently made moves that could be viewed as preparing such a branded, networked television set with the Apple TV functionality built-in.

The company has apparently been sampling 55-inch OLED displays from LG Display, a rumor LG itself later debunked while noting that “it’s true that Apple has keen interest in TV”. Apple’s been maintaining thus far that its Apple TV set-top box is but a hobby business and Steve Jobs argued that it’s difficult to innovate in that space because the market is balkanized. Rivals are not doing well either: Logitech was forced to drop its Revue box down to $99 from $249 due to poor sales.

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