The theory is that Apple would put together bundles of programming — but not the entire TV lineup that pay TV providers generally offer — and sell it directly to consumers, 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.
Apple has apparently shown programmers a demo of the proposed service already; however, talks are still in the very early stages and pricing and timing "aren't close to being ironed out". Some programmers have yet to start any talks with Apple, says the site.
This isn't the first attempt Apple has made to break into the TV business. In 2009, it's said to have proposed a $30/month subscription services and since then it's looked into various other strategies. Previously Apple attempted to work with pay TV providers like Time Warner Cable but now it looks like the company is trying to work with content owners instead.
Now that Dish and Sony have reached agreements to offer TV over the web, there may be a model that could work for Apple. CEO Tim Cook has said that "the TV experience sucks" and customers are eagerly awaiting a refresh to the Apple TV.
We'll let you know if there are any further developments. Please follow iClarified on Twitter, Facebook, Google+, or RSS for updates.