When Apple announced its refreshed Apple TV set-top box last month, many expected a live TV streaming service to follow shortly thereafter.
However, the launch of the cable-killer web-based service apparently remains in limbo as Cupertino struggles to tie down the major networks to content deals.
The most pronounced hold out is CBS, America’s most watched broadcast TV network.
On Wednesday the network’s CEO confirmed it is yet to reach a deal with Apple, claiming ‘conversations’ continue as relates to the matter.
Speaking to Bloomberg, Les Moonves said CBS would ‘probably’ sign on, but the deal isn’t ready to be inked just yet.
He said: “Apple is having conversations with everybody about doing their own streaming services.
"We've had those conversations, as have the other networks. Do I think something will happen? Probably, but I don't know when."
Moonves has been the most vocal about discussions with Apple, which is yet to confirm it is even prepping a streaming service to take on the likes of Sling TV and PlayStation Vue.
Recent reports have suggested it won’t arrive until early 2016, which might give Amazon chance to swoop in and steal Apple’s thunder.
See also: Amazon Fire TV 4K vs Apple TV 2015
Even without the streaming service the new Apple TV box is shaping up to be a big hit.
With Siri-powered Universal Search, a new tvOS operating system that incorporates the App Store and a motion and touch sensitive controller, Apple should be fine while CBS continues its efforts to sweeten the pot.
Could Apple even ponder launching a TV streaming service without NCIS and The Big Bang Theory? Share your thoughts below