The further Apple gets away from the customary 50 percent share that cable providers demand from premium channels, the more likely Apple is to draw serious interest from channels looking to follow the HBO NOW model. Many channels available on Apple TV require a cable subscription to access, but if Apple decides to take a smaller share of the subscription revenue, it could put even more pressure on the cable companies to offer better deals, and that's always a good thing. With a new Apple TV and an App Store reportedly slated to arrive at WWDC, we'll soon know how much of an effect that 15 percent discount has had on some of the more entrenched TV channels.