Recently, rumors have been circulating that Apple intends to launch its own subscription OTT service independent of iTunes or Apple TV. Online tech news site Re/code reported this week claims from industry executives that Apple is in talks with TV programmers regarding an Apple-backed subscription over-the-top linear pay-TV service. This service would be similar to what DISH Network offers with SlingTV, with selected bundles of linear cable channels and cloud DVR features.

Apple has made several attempts in the past to create a service that would replace or supplement linear television, though with limited success. In 2009, it attempted to build a live-streaming service that could be bought through iTunes for $30 per month. However, the lack of buy-in from cable TV networks and the high cost compared to services like Netflix ultimately sunk the service.

This speculation comes at a time when many major names are taking the OTT plunge. DISH’s SlingTV and Sony’s PlayStation Vue are both slotted to premiere this month, and many others, like Overstock and HBO, are planning to launch some time later this year. With new OTT video services flooding the market, it would not be farfetched for Apple to throw its hat in the ring.