The Financial Post reports in its Thursday edition if it were up to Bell Media, CraveTV would have launched with an Apple TV app, so users could stream content to their TV sets easily. A Canadian Press dispatch to the Post says, however, Apple did not allow it to happen. While Apple openly welcomes software developers from around the world to create apps for its iPhones and iPads, only a small club of companies have been given access to the Apple TV platform. Netflix is among them, to the frustration of Bell Media, and Shomi's parent companies Rogers and Shaw. CraveTV does support Apple's AirPlay technology, which allows users to beam content from their Apple devices to an Apple TV. Shomi does not support AirPlay, but does have an Xbox 360 app that allows streaming on a TV. Bell's Jon Taylor hopes CraveTV and other Bell Media properties will be at the top of the list if and when Apple decides to open its platform up to more companies. "We have a great relationship with them, we're one of their top developers in Canada. ... So for them to let somebody inside their (platform) I think we're likely poised to be their first partner." Bell owner BCE shares closed Wednesday at $57.54, up 12 cents in Toronto.