The company will instead focus on App Store as platform for others.
Apple has reportedly suspended plans to launch a live Internet-based television service.
Citing a person familiar with the matter, Bloomberg reported that the company is instead shifting focus towards creating a platform on which companies can sell directly to the customer via its App Store.
Media firms were not satisfied with Apple’s plan to launch its package of about 14 channels for between $30 and $40 per month.
The media companies want more money for their content and Apple planned to keep the price under $40 a month.
Apple was in negotiations with broadcasters like CBS and Twenty-First Century Fox to license programing.
The company had earlier planned to launch the service in Autumn this year. The lack of content and computer network capacity forced Apple to scrap plans for the announcement of the service at an event earlier this year.
Apple has been working to remake video entertainment for more than a decade. It is struggling to identify the right mix of channels at a price of around $40.