One by one, tech giants have bought into the power of original programming and launched their own studio wings. Apple, it would seem, might be the next company to take that plunge. According to Variety, the Cupertino-based corporation is in talks with Hollywood execs to produce content that could allow it to rival Netflix.

Variety’s sources didn’t offer many specific details about Apple’s plans, and they offered several different viewpoints regarding the direction the company will head in. Some believe Apple could try to compete with Netflix, while others foresee a smaller operation, at least at the start. What’s more clear is that Eddy Cue, a 26-year Apple veteran, is serving as the head of the recent content push.

Apple’s competitors have had mixed results with original content. Amazon, for example, has triumphed with shows like Transparent and has several more high-profile projects on the way. Microsoft’s content studio, on the other hand, was plagued by internal disorganization and ultimately closed down before the vast majority of its projects ever reached viewers.

If Apple is going to make a content push, now is definitely a good time to do it. The company has plenty of money it can use to acquire worthwhile projects, and it has shown interest in upping its over-the-top presence. It will soon release a digital TV service aimed at cord-cutters, and a handful of exclusive shows or movies could be a nice complement to that offering.

Obviously, this is all a very rough sketch, but Apple could certainly be an intriguing player in the digital video space. The company declined to comment on Variety’s report.

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