Apple is reportedly in talks with TV programmers about offering a web-based pay TV service.

According to Recode, the tech giant is looking into offering an “over-the-top” pay-TV service, similar to the one that Dish has started selling with its Sling TV product.

The idea is that Apple will put together bundles of programming and then offer multiple subscription prices to consumers based on each package.

Apple has reportedly shown programmers demos of the service, but talks “seem to be in early stages”, according to Recode.

Apple has been hinting for a while now that it’s working on an over-the-top video streaming service. Two years ago it was rumoured that the company was in talks with US cable giant Time-Warner to develop a set-top box to work with the cable system. It was also thought that they were planning a deal with Comcast last year.

So far, Apple’s only serious move into TV has been with its Apple TV box, but the device is now facing increasing competition from other streaming devices like Amazon Fire TV, Roku and Google Chromecast.