While Apple would, of course, build the software for the rumored service, they are apparently looking to the networks themselves to actually stream content. Apple SVP of Internet Software and Services Eddy Cue reportedly wants to leave content delivery to those that specialize in it, according to Re/code:

TV sources say Apple executive Eddy Cue, who heads up the company's media efforts and is leading negotiations for the new streaming service, has told them that Apple feels it should concentrate on what it's best at — creating consumer hardware and software — and leave other tasks, like streaming infrastructure, for people who specialize in it.

This setup would be similar to how content delivery works now on the Apple TV. While Apple provides a portal to content, it's the partner companies themselves that handle delivery.

Apple is said to be aiming for a September launch of their streaming TV service. It will reportedly cost anywhere between $20 and $40 per month.

Source: Re/code