According to sources, Apple's pay-TV service would include around 25 channels, featuring programming from networks such as ABC, Fox, and GameSpot parent company CBS.

The Apple TV service--not to be confused with the Apple TV set-top box--will reportedly be available for Apple devices such as iPhones, iPads, and the Apple TV box.

NBC Universal programming is not part of the package at the moment, sources said, due to a reported "falling-out" between Apple and NBCUniversal parent company Comcast.

As for price, unspecified "media executives" talking to The WSJ said Apple is aiming to offer its Apple TV service for about $30-$40 per month. By comparison, the Xbox One's Sling TV costs $20/month for the base package, while pricing for PlayStation Vue has not been announced.

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