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Walter Isaacson, author of the best-selling "Steve Jobs" biography, told CNBC on Thursday the late Apple co-founder would have wanted to do exactly what it appears the company is doing now to try to get television content providers on board for an Internet-delivered, pay-TV service.
Apple is in talks with TV programmers to allow the tech giant to offer so-called "over-the-top" television service, according to CNBC tech partner Re/code, similar to the new Sling TV product from Dish Network, which offers for $20 a month a select lineup of channels including TBS, TNT, CNN, ESPN and the Disney channel.
In his book, Isaacson wrote about how Jobs "wanted to do for television sets what he had done for computers, music players and phones: make them simple and elegant … [creating] an integrated television set."
The biographer said in a "Squawk Box" interview Thursday that the obsession over whether Apple will ever come out with a physical television is misplaced. (Apple has, of course, been taking baby steps for years into TV with its small Apple TV box, which allows users set-top access to movies and TV shows offered online.) "If you go back to the music thing, the iPod was really, really cool, but what was more amazing was [Jobs'] hammering all seven music companies to say, 'You're going to put the songs in for 99 cents a pop.' "
Isaacson believes Apple will be able to disrupt television like it did with music. "Getting the content, connected to the software, connected to the hardware ... [is] the genius of Apple for the past 20 years," he argued.