Apple is working on a new way of delivering digital video content to television sets, it has been claimed.

The Wall Street Journal (subscription required) reports that Apple is working on new technology to deliver video to televisions, though gave few other details.

The article suggests that the company's plans for digital video will be one of new CEO Tim Cook's key concerns. As a relative minnow in the digital video space, breaking into the market will be a big test for Cook, the WSJ reckons.

Analysis: What's next for Apple?

It is thought that the technology could use the functionality of AirPlay and features that will be present in iOS 5 to deliver content from iOS devices to the television. For example, you could run a game from your iPhone, using the iPhone as your controller, while taking advantage of the television's larger screen for a more immersive experience. Similarly, movies or video content on an iPad, iPhone or iPod touch could be streamed to the television.

The plans could also involve an internet-connected TV set - rumours that Apple has been working on such a device have been circulating for several years.

Of course, Apple still has the Apple TV, which it describes as a "hobby" - largely because the first iteration was far from perfect and didn't sell well. The latest generation of the Apple TV, though, has been better received.