Hardware leader Apple to go soft, make push in pay TV market

San Francisco-based Apple Inc is in talks aimed at getting hold of content for a pay-television service, according to reports which the company refused to confirm.

Technology news website Re/code reported on Wednesday that the maker of iPhones, iPads, iPods, Macintosh computers and Apple TV boxes is exploring the potential for deals that would let it sell bundles of programming directly to viewers.

Apple could model a service after recent moves by Dish and Sony to work with programmers to deliver live TV shows along with the kind of on-demand video just cable companies sell.

Apple has made several attempts at finding a key to the television market, including marketing an Apple TV box for routing content from the Internet to home screens.

According to the Re/code report, 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 one that Sony is getting ready to launch.

So far, Apple's most successful attempt at TV has been through their set-top-box, the Apple TV. This device is primarily used to deliver third-party web-based video and audio content to your television; such as Netflix or Hulu.

However, lately Apple TV has been struggling in this department and losing market share to the likes of Google, Amazon, and Roku with their recent product offerings.

Such a change would mark a shift in Apple's primary focus from being on hardware to software for television content delivery. But this service is unlikely to be unveiled anytime soon, as it is still under development.