NEW YORK (TheStreet) -- According to sources close to the situation, contrary to prior media reports, Apple (AAPL) - Get Report is not "in talks" with Time Warner's (TWX) Home Box Office over licensing the latter's content for some type of pay-television service.

There are no negotiations between Apple and HBO, merely standard conversations about existing relationships (such as HBO GO's authenticated presence on the existing Apple TV set-top box). In these discussions, other things "come up," however the source tells me there is a difference between "talking" and being "in talks" or "negotiations."

One high-ranking media executive noted that Apple and other technology companies will have a difficult time getting any cable-like service off the ground and into a large number of consumer's hands thanks, in large part, to the strong existing relationships between content owners and traditional cable and satellite companies.

It's also important to note that HBO has a history of keeping its content largely exclusive, refusing, time and time again, to sell it to third parties such as

Netflix

(NFLX) - Get Report

.

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Written by Rocco Pendola in Santa Monica, Calif.

Rocco Pendola is a columnist and

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