Citing “industry executives”, Recode is reporting that Apple is in talks with TV programmers about launching its own “over the top pay-TV service”, similar to Dish’s Sling TV and Sony’s new Web TV service.

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.

According to Recode, Apple has already shown programmers demos of the proposed service but the whole project seems to be in the early stages, meaning “terms like pricing and timing aren’t close to being ironed out”.

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