The latest scheme is its own TV guide that would work across the existing Apple TV boxes and other devices such as iPhones.
Recode says the universal EPG would allow users to see what was available across a range of video providers without the need to open individual apps.
It’s effectively the next stage on from last year’s plan that would have seen the Cupertino company create its own pay-TV bouquet. That plan stalled over a reluctance from the broadcasters.
Then, the plan was to reduce the cost of TV packages when compared to US cable companies with a package of popular channels for a monthly $40 – half that paid for a typical cable subscription. However, the networks that include NBC, CBS and Fox are seemingly unwilling to lower their prices.
Arguably, the universal EPG would also be easier to implement internationally.
Apple is not commenting on the report.