The Apple Music for TV isn't coming any time soon.

Speaking at Business Insider's IGNITION conference in New York, CBS CEO Les Moonvees said Tuesday that Apple has put its plans to create a live-TV subscription service "on hold." Apple reportedly ran into difficulty negotiating deals with companies looking for additional money, according to a Tuesday report from Bloomberg.

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Apple's development of a TV subscription service was first reported by the Wall Street Journal in March, with a then-target launch date of September, coinciding with the release of the new Apple TV.

The service was said to cost between $30 to $40 per month, with offerings from ABC, CBS, FOX and other cable channels. Reportedly, negotiations between Apple and NBC were unsuccessful. Another apparent sticking point was Apple's desire to include local TV broadcasts as part of its service, requiring additional negotiations because many local stations are franchised or owned through an affiliate system.

"They've had conversations on it, and I think they pressed the hold button," said Moonves, speaking at the IGNITION conference. Moonves is pretty convinced that someone will offer a streaming TV service of this nature, Apple or someone else. Bloomberg's report seems to confirm Moonves' speculation with information from an anonymous source.

Bloomberg notes that typical cable subscriptions cost $85 per month, so Apple's aim to more than halve that cost for consumers has been controversial among media companies. In order for it to work, Apple would be required to charge its customers more or media companies — enjoying their leverage as content creators — would have to take a hit.

In the meantime, Apple released a new Apple TV opening up its tvOS App Store to developers to create their own apps for the platform. Speaking at its launch event, Apple CEO Tim Cook said that "the future of television is apps."

A TV-streaming service in the mold of Apple Music would be a total game-changer in the world of television, but in the meantime, we'll have to settle for apps.

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