It seems like some of the major cable companies are starting to really take it on the chin from all sides these days. The companies not only have to do battle with competitors like satellite cable companies, but they also have to repeatedly do battle with major technology companies like Googleand Apple (News - Alert).

In response, the cable companies have tried to go into business in otherareas of the tech sector but even that isn’t making enough ground. It appears that Time Warner (News - Alert) has now taken a “if you can’t beat them, join them” approach to the business, as they have announced they will work with Apple to build a new UI.

According to various reports, Time Warner is going to be allowing Apple to construct the newest UI for their cloud- based television services. According to the reports, Time Warner has issued one proviso in the deal stating that they won’t be giving up control of how they manage the relationships with their customers. 

It appears that Time Warner is trying to get a leg up on the industry that seems to be losing ground to online services, while most companies are working half and half; online and through regular broadcasting. 

HBO is one of the companies that has taken advantage of the online and mobile services popularity with its HBO Go.  Originally, the company had made statementsabout how it could never envision itself as going online only, but the company has now made that move in specific countries like Denmark, Sweden, Finland, and Norway beginning in October. That move seems an awful lot like a test drive that could expand quite quickly. By working directly with Apple, Time Warner might be able to court techies who love the look and feel of their devices’ UI. It could also mean a partnership that could help Time Warner get a foothold in the online and mobile communities.

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