Following the news last week that HBO’s forthcoming streaming service HBO Now would debut exclusively on Apple’s devices next month, the company behind the iPad and iPhone could be making another big move towards television – its own streaming service.

The Wall Street Journal has reported that Apple intends to launch its own online TV service this year, after an attempted partnership with Comcast fell through. With it, the company is prepared to provide 25 different channels from broadcasters like ABC, CBS and Fox, as well as popular cable networks like ESPN and FX. The service is rumored to be introduced this June at the WWDC event, and then launch sometime in September for around $30 to $40 on a monthly basis.

Because the deal fell through with Comcast, the likes of NBC Universal won’t be featured on the service, but Apple is reportedly talking with other partners to get on board, including Fox and Walt Disney.

This is just the latest move by a company to provide an option for consumers to “cut the cable” and enjoy their favorite channels without the need of a monthly subscription. Sling TV continues to gain exposure with its arrival this week on Xbox One; and Sony’s PlayStation Vue service is about to head into beta across three cities, before its launch later this year.

But Apple would be a much bigger deal, mainly due to the fact that the service would be accessible across all its laptops, desktops and devices, including the iPad and iPhone. That ease of use would make it easy for consumers to subscribe and check out their programs, without the need to boot up a secondary device to check it out. This, on top of its agreement with HBO, would provide it a heaping amount of on-demand content to check out, as well as the possibility of live programming with certain channels.

The recent price drop for Apple TV, from $99 to $69, may be a way to make room for a more powerful Apple TV (with the latest, most powerful chips, priced at $99)  that would include this streaming TV service as well as (finally!) an App Store, which would finally bring Apple solidly into the console gaming space. The addition of over-the-top television service may have been the key piece of the puzzle that Apple’s been waiting for to finally revolitionize television. Of course, there are still persistent rumors that Apple has played around with creating its own TV screen as well, which could well be part of the mix.

We’ll see how the news plays out when the service is eventually introduced, but it’s sure to be a large selling point for Apple hardware.