Apple said to be talking to TV programmers about its own web TV service

Peter Kafka, Re/code:

Industry executives say Apple is in talks with TV programmers about deals that would allow Apple to offer an “over the top” pay TV, service, like the one Dish has started selling with its Sling TV product, and the one Sony is getting ready to launch.

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.

The TV business has been a tough one for Apple to crack ... but I'm hopeful.