The cable television industry is starting to see

the technological shake ups on cable bundles. Now Apple is working a new approach:

Apple has started talking to TV programmers and other video companies about creating a digital TV guide that would work on both Apple TV boxes and other Apple devices, like iPhones.

The idea is to let users see what kind of programming is available in video apps made by the likes of HBO, Netflix and ESPN, without having to open up each app individually, and to play shows and movies with a single click.

That is: Apple’s guide would tell you what’s on TV. Except now TV is apps.

Industry sources say Apple’s plans are an outgrowth of the TV service it wanted to launch last year. The difference is that in 2015, Apple wanted to sell TV programming directly to consumers, and provide them with a new interface that would make it easy find the stuff they paid for.

Read the rest here via Recode.net