According to the report, which cites unnamed sources, Apple plans to roll out direct subscriptions next year as part of an attempt to boost its content subscription business.
Bloomberg compared Apple’s strategy to the service offered by Amazon Channels, which enables users to sign up for premium video services by paying an annual subscription fee on top of their Amazon Prime subscription.
Apple launched its TV app a couple of years ago after various stalled attempts to break into the subscription TV world. The company reportedly dropped plans to launch a live OTT TV service after failing to strike deals with potential media partners.
The app currently presents a unified view of content that users can access, but they need to exit the Apple app and enter the ecosystem of the relevant third-party provider to subscribe to or purchase shows.
The consumer electronics giant has struggled to break into the TV world in a big way. While sales of content via the iTunes store make it a major player in this market, it has failed to create a subscription offering to match that of rivals such as Amazon. Sales of its Apple TV box meanwhile trail those of rivals including Roku, Google Chromecast and Amazon Fire TV in the US.
Apple is planning to release a range of family-friendly original TV shows next year, following meetings with producers and TV executives. However, the company has yet to confirm how it will distribute the shows.