Apple is reportedly planning a major push into original TV shows and movies (AAPL)

Apple is preparing for a major push into original video content, according to a new report from The Wall Street Journala move that could ultimatelyset it on a collision course with the likes of Netflix and Amazon.The Californian technology giant is reportedly planning to bundle original video content in with its Apple Music subscription service by the end of 2017.It has apparently been talking to "veteran producers" about both original TV shows and moviesthough the movie plans are more "preliminary." Apple has already shown some appetite for original video contentit bought the "Carpool Karaoke" TV series starring James Corden in July 2016. But this would be a significant broadening of these ambitions.An Apple spokesperson did not immediately respond to Business Insider's request for comment.Netflix and Amazon Prime are two of themajor players in the on-demand video space, and both have extensive libraries of original content. But The Journal is reporting thatat least for nowApple doesn't intend to try and match their libraries.Instead, its smaller collection of content would aid Apple Music's battle against archrival music streaming service Spotify.The move would also help to boost Apple's services business, an increasingly important area for the company as its hardware sales slow down.Historically, Apple has been all about "hits"launching huge, revolutionary products that provide a major boost to the company (in theory). But with the exception of the Apple Watch, it hasn't launched a significant new product since Tim Cook became CEO in 2011, and sales growth of iPhoneswhich the company is highly reliant onis slowing.Subscription services offering Apple an opportunity to generate recurring revenues, and better monetise its existing user base.This story is developing...Join the conversation about this storyNOW WATCH: This teen makes up to $1,500 a night eating dinner in front of a webcam in South Korea
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