Apple Cable? The Cupertino-based tech giant reportedly has a new venture. According to various sources, the company is now trying to sign on premium TV providers in its new cable bid.

The iPhone maker is currently holding discussions with Time Warner, CBS and Lionsgate. Apple wants to sell access to premium channels that include HBO, Showtime, and Starz.

Time Warner has the rights to HBO, while CBS owns Showtime and Lionsgate owns Starz. According to Recode, Apple already sells subscriptions to each of the entertainment channels. However, the tech giant would want to bundle them as part of its effort to become a legit cable TV provider.

In the past, reports have surfaced suggesting talks about a TV streaming service for Apple TV. The discussions have reportedly broken down ever since.

Aside from the endeavor, Apple is also rumored to consider media industry acquisitions. According to BGR, the folks at Cupertino are serious about making their TV bid.

Recently, Apple hired Shiva Rajaraman (from YouTube), to bolster the company's new venture. The company hasn't yet commented on its plans for television, but their plans are clear.

Last year, the tech giant unveiled a new feature for Apple TV's tvOS. The new feature acts as a central hub where users can see available programming and content.

Apple TV users can access its library of several services including HBO and Showtime. Still, the TV brand hasn't matched Apple's expectation of what they are trying to achieve.

But despite the setback, Apple is still trying to pursue their Cable TV goals. Recent reports are stating that the company wants its own alternative cable TV service.

If all goes well, the current trio bundle (HBO, Showtime, Starz) might get them closer to become a full cable TV provider. For the meantime, Apple is still negotiating with the involved parties.

Reportedly, Apple wants to deliver content to customers without requiring other subscriptions. Currently, Apple sells HBO for $15 a month, Showtime has a monthly rate of $11 while Starz goes for $9 respectively.