Apple was in discussions with broadcasters such as CBS and Twenty-First Century Fox to license programing. But a lack of content led Apple to scrap plans to announce the service at a Sept. 9 event.
In the meantime, Apple has opened up its App Store for outside developers to sell to customers. Apple has seen a number of media companies adopt that approach with television, including Time Warner Inc., which sells HBO Now for $15 a month.
Amazon is also weighing the creation of a live TV service, and plans to sell subscriptions to Showtime, Starz and other services. In addition, cable, satellite and phone providers like Comcast, Dish Network and Verizon Communications are selling less expensive bundles of channels, sometimes delivered over the Internet.