Apple said it is working on the Web service as Sling TV Dish TV

Service awaited Apple TV can finally get a shock - but the product still may not be available anytime soon.

The company is in talks with television programmers on offer pay-TV service based on the Web, like Dish TV Sling products and upcoming Sony service, according to a report Recode, citing executives unnamed industry. Apple does not offer an entire line of television, but would group certain programs and sell directly to customers via the Internet, according to the report.

"That means Apple would not reinventing the way TV works today, but offering their own version of it, with their own experience and user interface," Recode said.

The company has shown programmers demos, but talks are still in the early stages, said the publication. Time and pricing have not yet determined, and Apple has not yet spoken to all programmers, reported Recode.

Apple declined to comment.

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Apple has hinted quite some time working on a streaming service more complete over-the-top video does. However, there have been signs as a product is nearly ready, which largely has been attributed to difficulties in obtaining agreements contained at a reasonable price.

"Television is a difficult problem to solve," Eddy Cue, Apple's senior vice president of Internet software and services, said in May. "One of the problems you have with TV is that it has a mixed system with a group of suppliers. No rules. There are lots of rights issues."

And Apple CEO Tim Cook recently dodged a question about an offer to Apple TV during the telephone company on the results of last month, saying only that the company has sold 25 million units of its Apple TV box. Apple has not updated their $ 99 Apple TV hardware as the third generation device was launched in March 2012, but millions of customers have continued to buy the product began as a hobby. Cook says nothing about an offer of more complete television.

"For the sake of repeating myself, which is something that we continue to look and work and find a way that we can make an even greater contribution to what we are doing," Cook said.

Sling Dish TV, meanwhile, is $ 20 per month live TV package with 12 channels including ESPN, TNT, CNN, HGTV and Disney Channel. The new alternative-TV package, which transmits channels through the Internet, is aimed at Millennials with liquidity problems and people who have never had a subscription to pay-TV versus cable cutters that are planning to cancel your current service. And Sony PlayStation Vue was launched with about 75 channels, including CBS (which owns CNET) and Fox.