The rumored service would have made Apple a middleman—or mobile virtual network operator (MVNO)—between cellphone carriers and users, who would pay Apple directly for data, calls, and texts.

“We have not discussed nor do we have any plans to launch an MVNO,” an Apple spokeswoman wrote in a statement.

One difference from the old model, in which users purchase a carrier-specific plan directly from telecom companies like Verizon, is that MVNOs can switch between carriers to get the best service. Apple rival Google is working on a small-scale MNVO project called “Project Fi,” which relies on a combination of Wi-Fi hotspots as well as Sprint and T-Mobile’s wireless networks.