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Apple To Produce Original TV Content (Report)

Apple may be prepping its biggest push yet towards taking over your living room. Following rumors of an improved Apple TV and possible streaming service, the Cupertino tech giant is reportedly looking to produce its own original TV content to take on streaming giants such as Netflix and Amazon.

According to an exclusive report from Variety, Apple is in early talks with potential content partners in Hollywood, with senior vice president Eddy Cue leading the effort. Details are currently sparse, but Variety reports that Apple is looking to have its production arm up-and-running by next year.

MORE: Apple Streaming TV Rumors

This wouldn't be Apple's first brush with original content -- the company's recently launched Apple Music service features Beats 1, an around-the-clock radio station featuring top DJs such as Zane Lowe and Ebro Darden built exclusively for Apple's streaming app.

Apple is also rumored to be working on its own online TV service, which may offer a small batch of network television channels in exchange for a monthly fee (which could be $40 per month). Between offering its own original programming and an alternative to cable, Apple may be looking to have plenty of first-party content ready by the time the next Apple TV launches.

Speaking of Apple TV, the company's set-top box should get a major refresh this year. The device is expected to gain Siri voice commands, as well as a full version of iOS that would allow users to run apps and games on their big screens.

The new Apple TV may surface as soon as Sept. 9, during Apple's annual media briefing that will likely see the debut of the new iPhone 6s and 6s Plus. We'll be on the ground for the big show, so stay tuned.