Since Apple now has everyone’s attention ahead of tomorrow’s start of the World Wide Developer Conference 2011, it appears that Microsoft is plotting to steal some of Apple’s thunder this week, specifically when it comes to iCloud. If the rumors prove to be accurate, Microsoft is going to unveil a new Xbox LIVE subscription TV service at the E3 conference. There seems to be a lot of hype surrounding E3 this year. Major press conferences by Electronic Arts, Microsoft, and Ubisoft are just a matter of time away. Many believe that Microsoft is going to steal the show with multiple announcements, possibly even the unveiling of a next-generation console. The main talk is buzzing around Microsoft trying to undercut iCloud with a new service. Microsoft’s Vice President if Corporte Communications, Frank Shaw, sparked the speculation in a company blog post, saying that Microsoft’s immediate home-entertainment strategy focuses on expanding the offerings of the Xbox. “Xbox is the gateway to games, music, movies and TV shows – in short, it is central to entertainment,” Shaw wrote. “Next Monday at E3 in Los Angeles, the Xbox home entertainment pot will be boiling over during a 90-minute event,” adding that the “company is turning up the heat on a whole new era of home entertainment.” According to the folks over at WinRumors, E3 will all be about the Xbox LIVE Subscription TV service for Microsoft. “The company is on lockdown for its big announcement and some demos and details might be held back if agreements are not in place in time.” If their information is correct, the new service will be given the name Xbox LIVE Diamond and it will fuse Microsoft’s “mediaroom IPTV services” with Xbox LIVE. “Microsoft is likely to demo deeper integration of its Avatar Kinect service and the company’s new music and video services” the report indicated. Do you think Microsoft’s service will trump the competition? Let us know in the comments below! As usual, stay tuned for all the latest tech news and info by following us on Facebook, Twitter, and/or subscribing to our RSS feed. Authors: