Apple is reportedly in talks with Hollywood studios and producers over bringing exclusive original TV content to iTunes and the Apple TV. With talks said to be led by Internet Software and Services SVP Eddy Cue, Apple reportedly hopes to announce at least some original content deals later this year.

From The Street:

The Cupertino-based tech giant began sounding out Hollywood's creative community late last year, but has yet to sign any agreements, according to two people with knowledge of the overtures. One plan is to have deals in place so Apple can announce exclusive content as part of a cable-like offering in September, when it is expected to unveil its iPhone 7, said one of the people.

Taking the original content route would put Apple in the same entertainment arena as Netflix and Amazon, both of which have found great commercial and critical success with their original content.

This report comes as Apple's rumored efforts to launch a small bundle-based streaming TV service appear to be on hold. Apple is said to be having trouble getting content providers on board with the idea of offering a minimal number of channels as part of its packages.

Source: The Street