Apple Readying Web TV Service to Rival Sling TV, PlayStation Vue: Report

The California-based maker of iPhones, iPads, iPods, Macintosh computers and Apple TV boxes is exploring the potential for deals that would let it sell bundles of programming directly to viewers.

Apple could model a service after recent moves by Dish and Sony to work with programmers to deliver live TV shows along with the kind of on-demand video just cable companies sell.

Apple has made several attempts at finding a key to the television market, including marketing an Apple TV box for routing content from the Internet to home screens.

Apple would not comment for this report.

Re/code's Peter Kafka said deals with TV programmers would allow Apple to offer an 'over the top' pay-TV service, similar to Dish's Sling TV and Sony's PlayStation Vue. He adds that Apple's speculated plan is to offer

its own bundles of programming, and not the entire TV lineup that pay-TV providers usually provide, and sell it directly over the Web. "That means Apple wouldn't be reinventing the way TV works today, but offering its own version of it, with its own interface and user experience," Kafka added.

The report also claimed, citing sources, that the Cupertino-giant has already demonstrated the proposed Web TV service to TV programmers. It adds that Apple's talks with programmers are in the early stages, indicating several of the most important agreements are yet to be finalised, such as pricing and timing. Re/code adds that many programmers say they have yet to be approached by Apple.

Written with inputs from AFP