Hot on the heels of releasing a swag of new iPhones and a revamped Apple TV, Apple is reportedly dabbling in producing original video content.

Channel Apple

According to a report in Variety, Apple is in talks with high-level Hollywood execs about producing its own online videos.

It's thought that Apple is considering producing longer-form content, such as TV series and features, with an aim to begin production in 2016.

The Big Apple

The news is in keeping with Apple’s increasing reach beyond software. Earlier this year Apple Music debuted, albeit to muted applause.

While Apple has long offered video curation, subscription and sales services via Apple TV and iTunes, this marks the first time Apple would produce its own content.

However the online video content field is already populated with established heavyweights including Netflix, Amazon and Hulu.

Stay tuned if viewers will be tempted by an Apple once again.