Apple has yet to change how the Apple TV, its set-top box for streaming iTunes and Internet content to TVs, delivers content to viewers, but that’s not to say it doesn’t have a few ideas brewing.

According to reports, Apple execs met with media companies last week and pitched ideas about a revolutionary new ad-skipping feature for the Apple TV.

The reports state that Apple wants to empower viewers by giving them the opportunity to skip the ads and continue watching their favorite programs without interruption.  Such a privilege will of course come at a cost – most likely in the form of a premium or paid subscription.  The fee will then be used by Apple to pay off those media companies whose ads have been skipped.

The idea sounds like something similar to Spotify and other cloud music services.  With those, it’s possible to pay a fee to get ad-free music enjoyment.  If you don’t want to pay up however, you get bombarded with ads at every opportunity, much the same as you do when watching the box.

Apple’s suggestion is a pretty bold one that could transform the TV experience for those willing to pay for ad-free content, but it’s one that could also have implications. One of the biggest concerns raised is that “Ad-skipping would disrupt the entrenched system of television ratings—the basis for buying TV ads.”  Previously, Dish Network faced an angry mob of TV broadcasters who ended up suing the network when it tried introducing the same ad-skipping scheme, and it’s likely that advertisers would feel the same way towards Apple.

But then again, in this day and age many people have found a way to sideline those pesky commercials simply by watching TV through their DVRs – all they have to do is record their favorite show, then fast-forward through the ads whenever they rear their ugly head.  If Apple really does introduce this ad-skipping scheme, networks might well be better off grabbing the money, rather than not having any revenue at all.

This ad-skipping scheme may perfectly fit with Apple’s goal of partnering with major cable networks such as Time Warner Cable.  The Cupertino company is said to be in talks with the cable provider to make Apple TV its set-top box with a software interface designed by Apple.

Gesture-controlled Apple TV?

And if Ad-free viewing isn’t enough to convince you that Apple’s where it’s at in the living room, maybe this next snippet will. The Cupertino firm is said to be eyeing PrimeSense, the company responsible for building the original Kinect technology used by Microsoft in the Xbox, for a rumored $280 million acquisition.

What would Apple want to do with PrimeSense?  The smart money would be on Apple using the gesture-control technology to improve upon the Apple TV’s interface. With PrimeSense’s technology, Apple TV could be controlled by hand gestures to flick through channels, bring the volume up or down, or to turn the TV on or off and tweak other settings.

Alternatively, Apple might be planning on adding a gaming dimension to the Apple TV experience, turning it into an all-in-one entertainment system like the Roku 3. Then again, there’s a chance the acquisition may not have anything to do with its TV ambitions at all –  it’s just as conceivable that the company could use PrimeSense’s 3D technology to improve the interface of its flagship products, the iPhone, iPad and iPod Touch.