Not content with only allowing XBox users the chance to view their wares, Sky are now offering iPhone devotees the opportunity to stream live TV right into their palm.
Channels such as Sky News, as well as their Sky Sports package, will be available via subscription, allowing you to watch top football action whilst on that tortuously pallid train journey or as you sup that wispily frothy latte in your favourite wi-fi enabled coffee shop.
Parting with £6 a month will see those with an iPhone (or iPod Touch) also able to pick up ESPN and the equine mainstay, At The Races.
Is it worth it? The live Barclays Premier League football on offer is undoubtedly the biggest draw here; the sport has proven to be a major factor in the success of Sky’s satellite service, and conversely, the investment and nourishment Sky has given to English football has injected real money, glamour and pizzazz into the game.
But we’re all used to taking in Torres v Terry on expansive TVs, both at home and in the pub – vast plains of televisual majesty, each blade of grass bristling under your nose and the crowd’s passion reverberating through the living room and your heart too.
And with this in mind, hand-held football threatens to be one epic comedown. The two darlings of Apple, the iPhone and the iPod Touch both boast a high quality display, crisp and sharp. But football is a kinetic, intricate game, brimming with subtle flourishes and – well, a pretty minuscule ball! One look away and you might lose sight of it.
Football is often seen as a communal activity too, from the 22 players on the pitch to the spectators simultaneously breathing in each kick of the ball. And nothing quite beats seeing your team slay your greatest rivals with a bunch of beer-stained mates.
Indulging in live iPhone football whilst lonesome threatens the existence of this particular enchanting past-time, but if you’re away from the big screen and rabidly ponderous of the Manchester Utd. vs Liverpool score, then there’s probably little better way of checking out the game – it’s just a fingertip away. That’s if you can see the ball, mind.