Apple's long-awaited TV service has faced delay after delay. But when it does finally launch it could boast a killer feature: Apple original TV shows.
The fruity firm is reportedly in talks with Hollywood studios about investing in production of original shows.
That would put Apple in a stronger position against rivals Netflix and Amazon Prime Video, both of whom commission their own original series and even films.
Talks have reportedly been going on for a year, though deals are yet to be signed.
Things don't seem to go smoothly for Apple when it comes to the world of TV. It has repeatedly met with resistance from major US TV networks over a proposed 'skinny' bundle that would see their channels offered on a channel-by-channel basis, instead of as part of a core bundle.
So 21st Century Fox wouldn't let Apple offer its Fox channel without FX and Fox Sports as part of the package.
But Apple sees this choice as being a key driver for its offering. It plans to offer a $30-a-month (£21) contract-free streaming package.
Making its own shows would make the firm less reliant on partners like Disney and Fox. It would also offer something original that's not available on any other streaming platform.
Netflix has seen huge success with original shows like 'Orange is the New Black' and 'Making a Murderer'. Rival Amazon Prime Video recently won four Golden Globes for its original content.