Apple considering selling 'premium' TV bundle with HBO, Starz & Showtime - report

Although no deal is yet in place Apple has approached the networks about the idea, Recode said on Sunday. The company has so far been stymied trying to launching a streaming TV service, allegedly because of hardline demands that most if not all content providers were unwilling to accept — even long-time partner Disney.

Recode suggested that Apple could deliver a bundle as platform exclusive, available via iOS and the Apple TV.

HBO, Showtime, and Starz all sell subscriptions through their apps, at costs of $14.99, $10.99, and $8.99, respectively. Presumably a bundle would come at a discount, but no word on pricing has emerged.

Such a deal could upset other TV providers, which typically only offer bundles of basic channels, making premium ones a high-cost extra. Even internet-only platforms like Sony's PlayStation Vue have adopted this model.

At the same time the digital TV market is rapidly evolving, and the value of luring in cord-cutters could outweigh any risk in alienating providers. Indeed networks may have long since crossed that threshold by offering standalone internet plans.

An Apple bundle could theoretically be announced alongside a fifth-generation Apple TV, rumored for launch later this year with minor upgrades like 4K support.