Apple could soon be making its own movies and TV series to take on Netflix, according to a report from Variety.
Apple has been in talks with Hollywood executives in recent weeks to discuss producing Apple-funded entertainment content, Variety reports, in a similar vein to that created for Amazon's and Netflix's streaming services.
The unit leading the talks reports to Eddy Cue, Apple's chief of iTunes, Apple Pay, and iCloud, according to Variety, though it's not clear yet whether Apple intends to focus on TV series, movies, or both.
However, Apple is planning to start recruiting for the project in coming months with the aim of being in operation by 2016, a source told Variety.
The report comes ahead of Apple's next product launch event, scheduled for just over a week's time, where it's expected to reveal its next generation of iPhones, Apple TV, and possibly a new streaming TV service too.
As Variety notes, Apple reportedly made an offer to Top Gear stars Jeremy Clarkson, James May, and Richard Hammond after they exited their BBC series, but was eventually trumped by Amazon in July.
The company was also reportedly in talks with TV programmers earlier this year exploring an over the top pay TV service similar to Dish's Sling TV and Sony's Vue, which would offer bundles of select programs sold over the web to consumers.
But as Variety notes, there are many questions that remain unanswered about the shape of service Apple would intend to offer given that until the launch of Apple Music, it's avoided subscription-style services in favour of transaction-based deals.
Original content would be a valuable addition to Apple's rumoured TV service and would help the company, as it has with Netflix, to differentiate itself in the crowded streaming market.
But, as Cue said in May, TV is a difficult nut to crack due to a lack of standards and various licensing issues.
Apple did not respond to request for comment.
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