Apple appears to be following in the footsteps of Netflix and Amazon by developing new, original TV programming to bolster its video strategy, according to a new report. The new shows could be announced in September along with the introduction of Apple's latest flagship smartphones, the iPhone 7, 7 Plus, and Apple Watch 2.

The company has been promising its low priced "skinny bundle" of video programming for a while now, but has had difficulty contracting with cable and broadcast networks to be carried on the service. Now, while it continues those efforts, it looks as if Cupertino is also cutting directly to the chase by negotiating with Hollywood producers to create original programs exclusively for Apple.

It's a strategy that has worked wonders already for what will be some of Apple's biggest competitors in the video streaming wars. Netflix has famously unveiled an ambitious original programming slate, which includes hits such as "Orange Is The New Black", "The Unbreakable Kimmy Schmidt", and "Jessica Jones." Amazon's Prime video service has stepped up the plate with successful programs like "Transparent" and "Mozart In The Jungle", and Hulu has its own lineup of exclusives, including "The Hotwives" and the upcoming "11/22/63" starring James Franco.

It's unclear as of yet if Apple will focus on a particular programming direction or if it will look to develop a wide slate of varied content, from dramas to animated shows and sitcoms. One strategy that could put it on the map fast would be the revival of one or more previously successful network series which still have a following, such as Netflix did with "Arrested Development," and the upcoming "Fuller House" and just announced "Gilmore Girls" reboots. Hulu recently revived Fox sitcom "The Mindy Project", and Yahoo's brief and ill-fated foray into original video programming saved cult sitcom "Community" from cancellation.

In the same way in which Amazon has created synergy with its original program offerings and its Fire TV streaming hardware, Apple's slate of shows could boost sales of Apple TV, which already had its best sales by far in the last quarter, according to the company.

With iPhone sales on the decline, Apple appears committed to continued diversification and capitalization on its users' intense brand loyalty by providing content, which can be heard or viewed on its hardware. The company has already made audio inroads with Apple Music, which includes original programming in the form of Beats 1 radio (and its expected expansion of the into other Beats stations in various genres), and now it appears to be taking a similar approach by developing an exclusive video lineup.

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