Apple is preparing a new digital video service that will marry original content and subscription services from legacy media companies, according to people familiar with the matter.
That's a similar strategy to Apple's original TV content now.
The new service will go live in the pre-installed TV app on Apple devices, and content owned or created by Apple will be free to view.
The new service, which doesn't yet have a name but is definitely not going to be called iTV (someone's got that, apparently), will include existing content from big names, plus new stuff cooked up by the geniuses at Apple.
Further, this service is expected to launch in a revamped version of this app early next year (2019), and give Apple's original programming for free, provided you're on an Apple device, such as the Apple TV or iPhone.
And surprise, surprise: said service will come to Apple device owners via the TV app that's now available on iOS and tvOS.
Apple wants to keep its streaming service open to a wide audience, and plans to do so by curating shows that the entire family can watch together.
Last month, The Wall Street Journal reported that Apple has around two dozen shows in "in development or production". For all we know, it could just be a mild change from what they do with the current TV app on Apple TV, so very little may actually change.
There's no word on whether access will be provided to non-iOS users. And the reason for that makes sense once you find out exactly how this new original content will be distributed by Apple. Now the app allows users to easily access the entire library of streaming content available to them across the various apps on their Apple TV, iPad and iPod.
We'll be keeping a close eye on this one as it develops.