This story has been updated from 2:33 pm EST with a declined to comment from Time Warner Cable.
NEW YORK (TheStreet) -- Apple (AAPL) is getting ready to launch a new set-top box and is working with cable providers such as Time Warner Cable (TWC) to negotiate video content, according to a Bloomberg report, citing people with knowledge of the matter.
Apple is looking to launch the updated device in time for the 2014 holiday season, but could introduce the box as early as April. The article says the release date could change as the Cupertino, Calif.-based company is still securing new programming agreements and adding distribution partners.
The latest device version will have a faster processor and improved interface to make it easier for customers to navigate between TV shows, movies and online content, the article says.
If Apple is able to secure a deal with Time Warner Cable, it would be the first such deal with a pay-television provider, Bloomberg says.Earlier this week, Apple launched a channel on Apple TV dedicated solely to The Beatles coinciding with the 50th anniversary of the iconic rock band's first U.S. television appearance on The Ed Sullivan Show. For a limited time, users can view the performance in its entirety via Apple TV's channel as well as stream Beatles music.
Apple shares were falling 0.02% to $535.90 on Wednesday.
A spokesman for Apple did not immediately respond to requests for comment. Time Warner Cable spokeswoman Maureen Huff declined to comment to TheStreet.
--Written by Laurie Kulikowski in New York.