Fighting to Tell You What's on TV Tonight

After conquering the music, phone, and computer industries with elegant designs and simple functionality, Apple is eyeing television as its next battlefield. But don’t expect cable companies to surrender their remote controls without a scrap. Comcast, Time Warner Cable, Cox Communications, and Cablevision are all upgrading their TV guides, those menus of shows and channels that pop up on your screen for your scrolling pleasure. Cable companies are worried—and not only because tech companies have raised the bar on search and navigation. They also fear that customers have lost track of how much content is now available to them. The newest interfaces link up with the Internet, allowing for more personalization and control with mobile devices.