DV Hardware bringing you the hottest news about processors, graphics cards, Intel, AMD, NVIDIA, ATi, hardware and technology!

Apple (AAPL) isn’t tying the proposed service to a specific piece of hardware, like its underwhelming Apple TV box or its long-rumored tablet/slate device. Instead, the company is presenting the offer as an extension of its iTunes software and store, which already has 100 million customers.

A so-called “over the top” service could theoretically rival the ones most consumers already buy from cable TV operators–if Apple is able to get enough buy-in from broadcast and cable TV programmers.