Liang Jun, vice president of LeTV.com, a major online video provider, said Wednesday that Apple TV is unlikely to enter the mainland's market.

Media reported earlier that Apple Inc will develop its own smart TV dubbed iTV.

Liang pointed out that Apple has a strong impact on the industry, so that its development of iTV will promote the Internet TV industry. "It is good news for LeTV," he said.

But he also noted that China's strict regulation on the TV industry will hinder foreign companies in getting the required Internet TV service licenses, which may hamper iTV's entrance into China.