“Last year, Apple shelved its plan to sell you TV,” Peter Kafka reports for Recode. “Now Apple has a new plan: Tell you what’s on TV and help you watch it.”

“Apple has started talking to TV programmers and other video companies about creating a digital TV guide that would work on both Apple TV boxes and other Apple devices, like iPhones,” Kafka reports. “The idea is to let users see what kind of programming is available in video apps made by the likes of HBO, Netflix and ESPN, without having to open up each app individually, and to play shows and movies with a single click.”

“That is: Apple’s guide would tell you what’s on TV,” Kafka reports. “Except now TV is apps.”

Read more in the full article here.

MacDailyNews Take: Content discovery is one of the most vexing problems with “TV” today.