Apple are reportedly in talks with Sky about launching Apple TV+ via the Sky Q platform.
The streaming service launched in November 2019 with the ethos of distributing original content only, although due to poor takeup of the service it has begun acquiring third-party content over the last year.
Apple TV+ typically costs subscribers £4.99 a month, less than rival offerings from the likes of Netflix, Amazon Prime Video and Disney+ - although more than 60% of its users are thought to receive the service free after purchasing a device or through other bundled deals.
According to Broadcast, Apple is keen to open itself up to millions of more households by joining Sky Q, although the publication says that "an agreement is thought to be some way off" at present.
Apple TV+'s lineup of original programming includes acclaimed football comedy Ted Lasso, Jennifer Aniston drama The Morning Show, documentary The Year Earth Changed from Sir David Attenborough and Tom Holland thriller Cherry.
Sky Q, meanwhile, has steadily been adding more apps to its service over the last 18 months and now offers premium services from Netflix, Amazon Prime Video, Disney+, discovery+, the Roku Channel, Spotify and others.
Should Apple TV+ launch, then BritBox - the joint venture between the BBC and ITV - will be left as the only major streaming service not to have carriage on the UK's largest pay TV provider.