The service would have about 25 channels, anchored by broadcasters such as ABC, CBS and Fox, and be available across all devices powered by Apple's iOS operating system, including iPhones, iPads and Apple TV set-top boxes, the newspaper said.
Apple has been talking to Walt Disney Co, CBS Corp, and Twenty-First Century Fox Inc and other media companies to offer a "skinny" bundle with well-known channels like CBS, ESPN and FX, leaving out the many smaller networks in the standard cable TV package, WSJ said.
Apple, which is aiming to price the new service at about $30 to $40 a month, plans to announce the service in June and launch it in September, the newspaper said.
Apple spokesman Tom Neumayr said the company does not comment on rumour and speculation. Fox and CBS declined to comment.
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