Apple's proposed plan to offer a bundle of about 25 channels streamed through Apple TV will either be the moment that traditional cable starts to unwind, or totally confuse TV consumers, according to analysts who spoke with CNBC.
"Apple is going full, over the top," BTIG technology analyst Walter Piecyk told CNBC's "Squawk on the Street" on Tuesday. "This could be a lot more disruptive to the cable companies than we thought."
Apple's offering would join the ranks of other online streaming services as competitors to traditional cable TV. But the concept of the bundle isn't going anywhere since Apple would provide its own bundle including channels like ABC, CBS and Fox, said the report.
At the moment NBC is not included because of a dispute between Apple and NBC's parent company Comcast. However, another report said that the network is planning to launch Apple TV during the second half of 2015 through its existing apps for iOS and Android devices. NBC did not immediately respond to a request for comment.
Brian White of Cantor Fitzgerald agrees. He thinks we will be seeing a lot more of Apple in the TV space, which he adds represents a $100 billion market each year.
"Apple is trying to do the democratization of TV," he told CNBC's "Squawk Alley" on Tuesday. "Now that networks are unbundling, I think it's a big opportunity for them."