Apple's ambition to be a dominant player in television is expected to accelerate the unraveling of the pay-TV bundle.

The tech giant is in negotiations with major television companies to offer a "skinny" package of channels that would include ABC, CBS and Fox Broadcasting, according to people familiar with the matter who were not authorized to speak publicly. Apple wants to roll out the service in time for the new fall shows in September.

The proposed streaming service takes aim at the 10 million homes that have high-speed Internet and no pay television programming, along with customers who are fed up with high cable fees.

Apple's cachet and legions of loyal fans could make it one of the biggest threats yet to cable and satellite operators.

"Apple remains one of the few companies in the world that has the potential to transform the TV industry, and we believe consumers are ready for a change," Cantor Fitzgerald analyst Brian White wrote Tuesday in a research report.

The company is the latest to stake its claim in the fast-growing market of Internet television services.

Netflix and Amazon.com offer subscription services, and Sony Corp. plans to launch its own TV offering for its PlayStation game console. Dish Network last month rolled out its Internet-delivered service called Sling TV that starts at $20 a month.

Apple last week unveiled its deal to offer HBO Now, a $14.99-a-month Internet streaming service on Apple devices beginning next month.

Its planned Web TV subscription service would cost customers about $30 a month, the people said.

Any new subscription service ultimately would be designed to spur sales of the company's Apple TV device, which some consumers could use to replace their cable box. Last week, Apple Chief Executive Tim Cook slashed the price of the device to $69 from $99.

The recent moves should help prompt cable and satellite TV providers to offer their customers smaller packages of services at lower price points to remain competitive. Consumers for years have been grousing about the high cost of subscriptions that include hundreds of channels they never watch.

"The floodgate is now open," CBS Chief Executive Leslie Moonves said during a recent investor conference. "Clearly the bundle is changing. The days of the 500-channel universe are over."

After years of false starts, Apple finally is getting traction with programmers that previously rebuffed its overtures.

These programmers, including CBS and Fox, don't want to get left behind as consumers find ways to cut through the cable clutter.

It was unclear Tuesday exactly which TV networks would be included in the proposed Apple service. Apple is said to be focusing on deals with companies such as 21st Century Fox that own both a major broadcast network and cable channels.

NBC is not in discussions with Apple. However, as part of a 2011 agreement with the federal government, NBC's parent company, Comcast Corp., is legally obligated to provide its programming to Internet services if NBC's rivals also participate.

The new service also might not include regional sports channels, which have helped drive up the cost of pay TV in recent years.

But analysts are not ready to write the obituary for the pay-TV industry just yet.

"We are going to see an increase in cord cutting, but it's not going to be dramatic," predicted James McQuivey, an analyst with Forrester Research. "The main reason it won't be dramatic is there is no way to cut the cord and still get everything you want."