Apple has reportedly been venturing into some new stuff. According to several reports, the company is currently trying to sign on premium TV providers in its new cable proposition.

Apple is currently having discussions with Time Warner, CBS, and Lionsgate. The company wants to sell access to premium channels just like HBO, Showtime and Starz.

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CBS has the rights for Showtime while Lionsgate for Starz and Time Warner for HBO. Apple is already selling subscriptions to each of the entertainment channels. However, the company wants to have it as a bundle as part of its effort to become an established cable TV provider, according to Recode.

Reports have surfaced before about a TV streaming service for Apple TV. However, reports suggest that the discussions were broken down ever since. Aside from that attempt, the company has also rumored to consider media industry acquisitions. The tech giant is really serious in making their TV bid, according to a report by BGR.

Apple has also recently hired a YouTuber named Shiva Rajaraman to strengthen the company's new venture. The company though has not yet made any statements on its plans for television but their plans are clear.

Apple just also unveiled a new feature for the Apple TV's tvOS. The new feature resembles as a central hub where users can immediately see available programming and content. Apple users can gain access to its library which contains several services including HBO and Showtime. Still, the TV brand has not matched Apple's expectation of what they are really trying to pursue.

However, despite the setback, Apple is still doing their best to pursue their Cable TV goals. If all goes well, Apple's current trio bundle which is HBO, Showtime, and Starz, might get them closer in becoming a full cable TV provider.