Cable TV is on its way out and streaming shows over the Internet is the future. Apple is smart enough to see this, which is why it doesn’t want to be left behind without a streaming service of its own to take on Netflix, Hulu and Sling TV. Re/code reports that Apple has given up trying to work with incumbent cable companies on creating its own streaming service and is now working directly with content providers themselves.

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“The theory is that Apple would put together bundles of programming — but not the entire TV lineup that pay-TV providers generally offer — and sell it directly to consumers, over the Web,” the publication writes. “That means Apple wouldn’t be reinventing the way TV works today, but offering its own version of it, with its own interface and user experience.”

Unfortunately, talks are still in the “early” phases and we probably won’t be able to subscribe to this service for a while. That said, Apple had better hope that talks don’t drag on for too long like they did when Apple tried to work with record labels on creating iTunes Radio, which completely failed in its mission to significantly disrupt Pandora and that forced Apple’s hand in acquiring Beats so it could use Beats Music as a proper music streaming rival.