Competition in the video streaming market could be about to skyrocket following reports that is planning to commission original TV content.
The iPhone maker has held discussions with several Hollywood executives about the possibility of producing Netflix-rivaling shows of its own, according to .
The publication cites a source close to Apple senior vice president Eddy Cue, and although the report is unverified, it lines in neatly with previous speculation.
Rumours suggest that Apple made a big-money play to secure the services of Top Gear trio Jeremy Clarkson, Richard Hammond and James May in the wake of their BBC exit - before they were snapped up by Amazon.
Apple is believed to be working on a video streaming service for Apple TV users, but reports claim that .
on September 9, but it is unclear how far away a streaming service and original TV content might be.