Apple is planning to build a significant new business in original television shows and movies, according to the Wall Street Journal.
Such a move could make Apple a bigger player in Hollywood and offset slowing sales of iPhones and iPads.
Programming would be available to subscribers of Apple Music, which already includes a limited number of documentary-style segments on musicians, but nothing like the premium programming the company is now seeking.
The report says Apple has not yet signed any deals for new programmes, as it is still working on a business strategy based on original content. Plans for original movies are currently at a more initial stage.
The shows Apple is considering would likely be comparable to critically acclaimed programs such as Westworld on HBO or Stranger Things on Netflix .
Apple revealed in December that it had 20 million paid subscribers to its music service, whereas Spotify has around 40 million paid subscribers, according to an official statement by Spotify last September. Apple Music subscribers pay $10 a month.
Apple was originally thought to be planning a web TV service, offering linear streaming channels, to compete with cable companies, but these plans stalled as the company struggled to negotiate deals with networks. Meanwhile, others including Sony Playstation Vue and Sling TV, have entered this space of OTT delivery of live TV. The latter is also available as an app on Apple TV.