In the recent 3 to 2 decision of the U.S. Federal Communications Commission, the green signal to move ahead with the proposal for cable subscription de‐coupling from the cable set top box’s future subscriptions. The proposal was first introduced last month by Tom Wheeler who is the chairman of FCC. It is said that there will a comment period in place. This will give customers and time businesses in US to provide their opinion regarding the changes.

The guidelines that has been proposed, the accessibility for the different program packages that have been selected by Satellite or cable TV subscribers, can be accessed through Apple TV and other set top boxes. As of right not, subscribers have to lease the cable box from companies like Time Warner Cable, Direct T, Comcast and other satellite or cable providers.

Set top makers like Apple, Roku Amazon etc. can work towards creating a new interface for e.g. ‐ like an app, which will allow subscribers to have the ability to gain the entire access to the TV Package of their choice. Wheeler believed that could help to head towards a new and improved innovation and choice for the customers. This could also help to cut down set to box costs.

In order to pass and implement the proposal, there will be a lot of challenges in store for FCC. While the content of satellite and cable TV providers may still be able to be retained, it is believed that are still a few that are reluctant in providing Apple and various other companies, the ability to control over where and how it is displayed. The proposal can help to provide the new Apple TV customers a cable watching experience that is streamlined. While this could be a real cord cutting solution for the streaming service of Apple, the plans for now is put on hold.