Is Apple taking on Netflix and Amazon with original content?

Apple could be about to partner some of television and film's biggest companies to create original content to rival the likes of Netflix and Amazon Prime.

According to the New York Post, the Cupertino-based tech firm has held talks with executives from Paramount Pictures and Sony to "kick-start a business in original TV programming".

The meetings suggest Apple is "looking for a transformative acquisition" of a film or television studio rather than simply buying the rights to an existing TV series, says the paper.

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However, a source said executives may want to acquire an existing production house or studio first as creating a start-up company could be "too small" and "too hard".

The tech giant appears to be keen to build a portfolio of original content to compete with Amazon Prime Video and Netflix following the launch of its Apple Music streaming service in 2015.

Last year, it announced it would be releasing original episodes of James Corden's Carpool Karaoke for Apple Music subscribers. While details of the upcoming web series are scarce, Fortune claims it will air 16 half-hour episodes later this year.

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Meanwhile, Amazon Prime has been growing its online video library with the likes of The Man in the High Castle and Jeremy Clarkson's new motoring show The Grand Tour. Similarly, Netflix has released original series such as The Crown, Stranger Things and House of Cards.

Rumours that Apple might launch an original TV series have "gained momentum" over the last couple of years, says MacRumors, although it has "shelved" similar plans in the past to focus on its App Store content.