At this point, I'm not sure Apple would be able to provide a better price point and selection of channels than some of the other services that are already on the market. I pay $35.00/month for 100 channels of live TV plus on demand stuff with DIRECTV Now. That original promo pricing is no longer available; but for those of us that hung in there while AT&T worked out the massive initial problems with the service, it was worth it, I think.
Even my wife (who had a ton of stuff on our old DIRECTV DVR) said the other day that she hasn't missed having the DVR because pretty much every show she watches is available on demand. She really likes the $80 we're saving each month compared to what we had been paying for standard DIRECTV.