Apple is allegedly looking into creating its own original video content to directly take on Netflix and Amazon, according to a report. It is claimed Apple has talked to entertainment industry executives about the possibility of producing video for its customers, ultimately with the aim of creating its own TV shows or movies that could be sold to customers directly via iTunes or through the often-rumored
Internet TV streaming service.
Sources of
Variety suggest Apple would create its own in-house development and production divisions for creating the content, with each reporting to head of content Eddy Cue. Headhunting firms will apparently be searching for hires for the divisions in the next few months, according to one report source, with operations potentially beginning next year.
Other report sources claim this to be "more of a flirtation" than a certainty, though there are apparently other signs it is being serious about the effort. Another source suggests Apple attempted to kickstart its efforts by attempting to bring onboard the former presenters of
Top Gear, a battle ultimately won by
Amazon in July at a cost of $250 million.
There are still a number of ambiguous points in the rumor. It is unclear if Apple will be producing TV shows or movies for a start, and while the timing seems to match that of the Internet TV service rumor, there is still the possibility of Apple simply selling the content through iTunes instead. There is also the question of whether Apple will effectively create an internal studio or would work with external parties, though there is also the outside chance it will simply acquire a studio entirely to simplify production.
Apple has declined to comment about the rumor.
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