Instead of investing in a full library of scripted content, however, Apple is initially setting its sights on a few high-quality original concepts. The same sources claim that Apple is seeking to rival the quality of shows like HBO's Westworld and Netflix's Stranger Things, with original movies possibly coming further down the line.

The report claims that Apple is still yet to buy any scripts due to internal debates about how to handle its business model. While Netflix refuses to share any kind of viewer figures or demographic data, Hollywood producers believe that Apple will be far more open about how its original content performs.

While surprising, this wouldn't be Apple's first foray into publishing video content. Seeing the phenomenal success of James Corden's Carpool Karaoke, Apple Music recently bought the rights to broadcast its own 30 minute version of the series. The company also revealed that it's creating a semi-autobiographical documentary series called 'Vital Signs' starring Dr. Dre, due to premiere on Apple Music later this year.

While significant, both confirmed shows are firmly rooted in music. This rumoured expansion could mark Apple's first step into non-music-related video content. Despite that, this seems to be a way to lure subscribers away from Apple Music competitor Spotify, rather than serving as a rival to purely video streaming services like Netflix. At last count, Apple Music had 20 million subscribers and Spotify double that.