Apple’s rumoured TV service may not be launching on September 9, but when it does finally arrive it could include original TV shows and movies.

According to Variety, Apple executives have met with senior figures in Hollywood to discuss the possibility of producing original content for its video streaming service.

If true, Apple would be aiming directly at Netflix and Amazon with its video streaming service – as both services offer original content to subscribers.

To highlight the seriousness of Apple’s drive to launch a streaming service with original content, the company apparently went into a bidding war with Netflix, Hulu and Amazon to pick up the Top Gear trio; Jeremy Clarkson, James May and Richard Hammond.

Unfortunately for Apple, Amazon was willing to pay more, meaning Apple will have to explore other avenues for original content.

It is not known how far Apple is willing to go with original content, or whether it will still heavily rely on existing content creators like Disney, CBS and Fox.

Apple has over $200 billion in reserves that it could throw at creating original content, but the company would need to offer something different to take on the likes of Netflix.

It would not be the first time Apple attempts to take on a dominant player; after all the company launched Apple Music to take on Spotify earlier this year.

Apple has refused to comment on the rumours, although sources with knowledge of the matter describe the iPhone maker’s intent as serious, with Apple hoping to begin churning out original content by next year.

Although the service is supposedly not on the bill to be unveiled next week, the box that will make it possible is.

Apple’s next-generation TV set-top box is set to be unveiled next week at an event in San Francisco.

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