Apple to develop its own 'over-the-top pay' TV service

Apple is reportedly holding talks with TV programmers to develop its own over-the-top pay TV service, a report said.

Sources said that the proposed service would include bundles of programming, secured through deals with content providers and will be sold to the consumers directly, rather than a full TV lineup, reported The Verge.

People in charge of TV programming have already seen demonstrations of the service but the talks appear to be in "early stages" with the pricing and release date yet to be finalized.

Apple had earlier spelled its intention to enter the TV industry clearly with CEO Tim Cook saying that the firm had a great interest in the market and Media Head Eddy Cue saying that the modern TV experience sucked, at last year's Code conference.