Apple is apparently in talks with program makers to build its own Web TV service.
The tech giant has long had designs on overhauling the current TV-watching experience with its own distinctive offering, but as yet we haven't seen any notable improvement on the experimental halfway house that is Apple TV.
According to Recode, the company is readying another attempt. The website claims to have spoken to unnamed industry executives, who have revealed that Apple is in talks with TV programmers for an "over the top" pay TV service.
Apple will apparently offer program bundles that provide some - but not all - of of the content that regular pay TV services offer. These will then be sold direct to customers over the web.
It's hardly the ground-up reinvention of TV that Steve Jobs was rumoured to be working on at the time of his death. Rather, it would represent a funnelling and a repackaging of existing services.
Apparently, Apple has already shown some programmers demos of the service in action, but talks are said to be at an early stage.
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There is reason to believe that Apple might succeed with this latest assault on TV. Its offering sounds essentially similar to the PlayStation Vue cloud TV service unveiled by Sony late last year. That too offers a mixture of live TV and catch-up content on a web-based, contract-free service.
Where there's a precedent, there's a way.