Apple Said to Seek Original Shows to Expand Music Service

Apple is taking additional steps to expand its music subscription service beyond just offering songs, according to Bloomberg. In a bid to differentiate itself from Spotify, which has about twice as many subscribers, Apple has been speaking with makers of original programming about buying rights to scripted shows and potentially movies, according to a person familiar with the subject.

The discussions were reported earlier by the Wall Street Journal, which said Apple had spoken with marketing executives at movie studios and television networks about joining to help promote the new material. Apple’s initial plan is to produce a small number of high-quality shows, the person said. That’s a different approach than the one used by Netflix and Amazon, which have spent heavily to create a wide-ranging library of original shows, documentaries and movies.

Apple’s effort would expand on what it already has under way, including a series based on the life of rapper Dr. Dre, a competition show about makers of apps, and a spin off of “Carpool Karaoke“ with talk-show host James Corden. Apple’s foray into TV programming has had many fits and starts, ranging from making its own TV sets to trying to offer a cable-like package of channels. After years of on-and-off talks with producers, studios and agents, it began investing in original programming over the past 18 months.

This is a strategy shift for Apple, which previously preferred to be a platform for other companies to release content rather than become a media company itself. But as Netflix and Amazon have built loyal subscriber bases with an expanding catalog of shows such as “The Crown“ and “Transparent,“ Apple has followed.