Is Apple Prepping Its Own Netflix-Like Original Programming For The New Apple TV?

Apple has already pushed its way into becoming one of the most important names in entertainment on the hardware and software end, with its iPhones, iPads, and Apple TVs herding millions of consumers toward its iTunes Store. Now, though, word comes that the Cupertino tech giant is thinking of pushing its way into generating original video content, a move that could well bring Apple into competition with companies like Netflix, Hulu, and Amazon.

The newest Apple rumor comes courtesy of Variety, which cites sources with reported knowledge of Apple’s plans and efforts in saying that Apple is “putting out feelers” regarding a possible push into providing its own original content for play on iPads, iPhones, Macs, and Apple TVs.

According to the latest report, Apple has a team dedicated to talking with executives in Hollywood, with the goal being Apple-produced, Apple-exclusive content. Apple’s goal, the report continues, is to create “development and production divisions that would churn out long-form content to stream in a bid to compete with Netflix.”

It’s unclear whether Apple is looking to focus on TV series, movies, or both, but the iPad maker is said to have made a bid to secure the stars of Top Gear after they left their BBC series earlier this year. Apple eventually lost out to Amazon, reportedly, but the tech giant remains undeterred.

Any programming Apple did produce would, of course, be bound not for regular television, but for Apple’s wide and growing range of mobile and home devices. Apple has its iPhones and Macs, of course, but a rumored larger-screened iPad and a revamped Apple TV device would likely provide a considerable showcase for Apple-branded video content.

Apple news website AppleInsider points out that much of Variety’s report is speculation, but that content exclusive to the Apple TV and other Apple-branded devices would be a boon for Apple’s forthcoming big push into the living room. Apple has already dipped a toe into the content pool, as the company’s Beats One radio station – available on iPhones, iPads, Macs, and iPods – already has a good deal of original content in the form of DJ commentary and the like. Apple is also said to have already looked into producing in-house music videos for Apple Music artists.

Depending on how far along Apple is in its plans, Apple fans could hear something about the company’s reported video offerings as soon as next week. That’s when Apple is expected to unveil its new iPhones and a revamped Apple TV set-top box.