Apple May Offer Premium TV Bundle With HBO And More

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The Apple's previous plan was reportedly failed because of the reluctance of HBO, Showtime, and Stars, which has nothing to do with unbundling on their products.

Apple already offers standalone OTT subscription services from HBO, Showtime and Starz, but the aim here reportedly is to challenge the status quo of selling them individually and assemble a unified premium subscription bundle for its mix of Apple TV, iPhone and iPad devices.

Apple now offers separate bundles for each channel. The gadget giant has also been rumored to have considered media industry acquisitions but the tech firm announced in 2016 that it has planned to merge with AT&T.

It's not yet known what Apple hopes to charge for a premium TV bundle. According to several recent reports, including the Recode report on Monday, Apple would like to deliver an alternative to cable TV provider services and offer access to programming through a service of its own.

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Showtime's direct-to-consumer app is $11.99 per month, HBO Now is $14.99 per month, and Starz is $8.99 per month. However, traditional pay operators like Charter usually require users to pay for a basic channel package before offering a premium bundle.

There's no news yet on how much Apple is planning to sell its rumoured new package for - but we could well find out more at WWDC in June. The three channels listed above now sell through Apple for a collective $35 monthly fee stateside - any bundle would have to come in far lower to be tempting, which will mean either Apple or the networks will have to accept a substantial revenue hit per customer.

Apple did not respond to a Fortune request for comment on the Recode report.