Until recently, it had been lumped in the same speculative basket as Apple HDTVs and Apple self-driving cars. The company is apparently planning to give away its original content for free to owners of Apple devices, according to CNBC.
For several months now (or maybe even longer), we've been reporting on many big-name stars and filmmakers jumping on board Apple for original TV shows and films.
If the content will only be accessible through the "TV" app on Apple devices, that would explain why the tech company isn't too keen to charge a separate fee for access to the content.
The company expects to launch a new and improved version of the TV app "early next year", the report notes.
It's not clear if the deal is limited to legacy content, or would include current TV shows like Outlander, American Gods, Game Of Thrones and Westworld. One can only speculate if and how that will be adapted for the United Kingdom video service market.
What did you think of the royal wedding? - CBBC Newsround
The Duke and Duchess of Sussex firmly held hands as they entered the chapel where they said their own vows just five months ago. Viewers were left howling on Friday when the BBC News subtitles made a rather unfortunate error about Princess Eugenie .
The report further claimed that Apple is looking for tent-pole PG-rated shows.
CNBC reports that upcoming Apple-funded TV shows will be available for free inside the pre-installed TV app on iPhone, iPad and Apple TV devices. An Android/smart TV streaming app seems a pretty safe bet, although Apple might want to keep things exclusive to boost its own hardware sales. The adoption rate climbs higher for Apple mobile devices introduced in the past four years, hitting 53 percent.
There's no word on whether access will be provided to non-iOS users.
While many streaming services like Netflix and Amazon Prime Video have a back catalog of third-party content, it's the original content the streaming services produce that is seen as the reason a customer chooses one service over the other.
We'll be keeping a close eye on this one as it develops.