Time Warner (News - Alert) CEO Jeff Bewkes is among the many business heavyweights – not to mention eager viewers – who are itching to see Apple TV.

By Apple TV we mean an actual television (as distinguished from Apple's existing Apple TV product) - one of those things Sony was once the king of and that - at least as far as we are concerned - Samsung (News - Alert) now delivers the best of. "I hope they do [make a TV]… Apple is a great device company... they bring good interface and navigation skills," Bewkes said at a recent Business Insider-sponsored event.

Apple (News - Alert) is in discussion with Time Warner about the television product. Apple is apparently further in negotiations with Time Warner Cable than any of its rivals, Bloomberg reported.

In fact, Time Warner may be collaborating with Apple on a new user interface, according to Gizmodo. Then it should come as no surprise that Bewkes mentioned interface at the Business Insider event. Bewkes also predicted there will be "as many interfaces as you can get."

In addition, TMCnet’s Steve Anderson reports that Apple was struggling to get content for its TV product. No doubt, Time Warner may be able to help.

Apple has been working on Apple TV for several years. But the new TV product won’t come out this year – as industry analysts had hoped for.

In fact, Craig Moffett, an analyst with Sanford C. Bernstein & Co., told Bloomberg (News - Alert) that those who say the launch will happen soon ignore “the business realities that make this such a complicated industry.”

It appears that Apple and cable companies can’t agree on “control over the software that determines the screen interface – the look and feel of the viewer’s experience,” Bloomberg said. Apple and cable providers also disagree to “on whether a new Apple TV set-top box should be sold directly to customers or leased through cable providers,” Bloomberg said.

Apple has introduced a $99 Apple TV. It can stream movies and shows, but not live broadcasts, Bloomberg added. The new product – though delayed – is likely to carry live programming.

Apple apparently wants to see it in the marketplace.

“There are a lot of people here that are believers in Apple TV,” Apple CEO Tim Cook, said in July, according to news reports.