Apple goes head to head with Netflix, HBO and Amazon
Apple is to go head to head with Netflix with a €1bn (£780m) investment in original programming.
According to industry reports in the US, the tech giant aims to become a competitor to Netflix, Amazon and Game Of Thrones broadcaster HBO by investing heavily in new TV shows and movies of its own.
The company has already dipped its toe into making TV content with the release of reality shows Planet Of The Apps and Carpool Karaoke this year.
Apple Music executive Jimmy Iovine said in April that Apple would release as many as 10 original shows by the end of the year.
The company has hired top Sony TV executives Jamie Erlicht and Zack Van Amburg to lead the new venture.
Apple's move signals new impetus in global competition for TV and movie content programming.