Apple Inc. (AAPL) has been in talks with Hollywood studios about producing exclusive shows for Apple TV, Bloomberg reports.
The report, which cites a person with knowledge of the matter, could be the strongest signal yet Cupertino is exploring a move into original programing.
Variety, meanwhile, which reported on Apple’s plans on Monday, notes that an unnamed, high-level executive said Apple is aiming to produce long-form Apple-funded entertainment content in an effort to compete with Netflix’s (NFLX) streaming services. The report also says Apple would want to fund a number of high-profile series, rather than start with one or two. Cupertino will be holding a hardware event on Sept. 9, with expectations the company will unveil the 4th gen of Apple TV, along with the latest iteration of the popular mobile phone.
Using the company’s experience with hardware and software building, creation of effective branding platforms, and meticulous design, Apple TV remains one of Cueprtino’s most anticipated products for the foreseeable future.