Apple TV

Here’s some good news about our great and wise overlords at Apple Incorporated: According to a report from Variety, soon we might be able to express our love of Apple and its stylishly designed products through original—and most likely exclusive—programming. And before you ask, no, this isn’t the same kind of programming that we’ve all been exposed to already. This is like TV shows and movies.

None of this is official, but Variety says that its sources have indicated that Apple “has held preliminary conversations…with executives in Hollywood to suss out their interest in spearheading efforts to produce entertainment content.” Apparently the specifics vary depending on which anonymous source is providing the information, but Variety believes that Apple is getting ready to set up “development and production divisions” that will create “long-form content to stream in a bid to compete with Netflix.”

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In addition to the fact that this is just a rumor, there are a lot of other unknowns here as well. For example, Variety wonders whether or not a hypothetical streaming service from Apple would feature content from other studios (like how Netflix has things other than House Of Cards), or if it would just be this hypothetical Apple-produced content. Also, would Apple charge a monthly fee, or would it have customers pay per-hypothetical piece of content like it does with current Apple TV stuff? Finally, would this hypothetical content only be accessible from Apple devices? (That last one seems like a definite yes, actually.)