Apple's tough negotiating stance apparently has hobbled its efforts to bring entertainment industry companies on board with its planned streaming TV service. Talks with Disney, 21st Century Fox and CBS reportedly have fallen through. Had the entertainment and cable TV industry given in, Apple's demands would have turned current practices topsy-turvy. For example, Apple reportedly wanted a multiyear freeze on the monthly per-viewer rate it would pay for Disney Channel licenses, whereas the standard practice is to increase rates annually.