Apple planning its own Web TV service?

Apple may be planning to provide its own pay TV service, according to a new report by Re/code. The company is reportedly in talks with TV programmers in an effort to negotiate deals that would allow them to provide an enhanced paid television service similar to initiatives by Dish and Sony.

Although it has been rumored for years that Apple was trying to reinvent the way television service was delivered, it seems this new tactic is for the company to essentially offer its own version of a TV service in order to properly control the interface and user experience. Talks are said to be in the early stages, so there is no information on pricing or timing, neither of which have likely even been decided yet.

Apple declined to comment.