Apple is considering taking the Netflix route, by producing its own original content for its rumoured pay TV platform, according to reports on Friday.
Talks have been ongoing for a year, according to the report, but Apple has yet to sign any agreements.
If the report is reliable, it appears Apple wishes to make the deals in time to announce the pay TV service alongside the iPhone 7 in September. Naturally, production will take longer.
The news comes with reports of Apple’s continued frustration at its inability to agree content deals with content providers for a so-called “skinny bundle.”
Networks and rights owners are apparently unwilling to unbundle channels in order for Apple to provide the $30 a month, no commitment, contract-free streaming package.
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Apple creating its own content would not only lessen the reliance on the media conglomerates like Disney and Fox, it would also allow the company to offer an 'exclusive' hook.
The strategy has worked very well for Netflix, which has enjoyed success with its original shows like Orange is the New Black, House of Cards and Making A Murderer.
Rumour has it Apple had originally planned to launch the service alongside the new Apple TV set top box, which went on sale at the end of October.