Hinting at Apple's attempts aimed at facilitating the users in accessing and viewing TV content in a much simplified manner, with the help of a new set-top box, the Wall Street Journal (WSJ) has revealed in a recent report that the company is working on plans to create a new device which will replace its existing Apple TV and blend `live' and `on-demand' content.

According to the WSJ report, Apple's new planned device will give the users the ability to tune in to any program at any given time because its Apple TV will essentially be turned into the new cable set-top-box which will boasts a cloud DVR feature, which will store shows on the web.

The cloud DVR feature of the new device will enable users to start a show minutes after it has begun and, with the device reportedly having access to present and previous seasons of any program, it will be theoretically possible for viewers to pull up any episode they want on-demand.

Though the WSJ report stopped short of disclosing any further details about planned features for the new device's cloud DVR offering, it did mention that the inclusion of cloud DVR will push Apple in the direction of negotiating further rights with broadcasters, over and above its currently-underway talks with cable operators.

Earlier, on Wednesday, TechRadar reported that Apple has no intentions of directly competing with the cable operators, and has already commenced its discussions with bigwig cable providers to work out a delivery package.