Apple (AAPL) is making further inroads into television by following the lead of other tech firms in producing original content.
Apple said it's working with musical artist will.i.am and television executives Ben Silverman and Howard Owens on an unscripted program about the app economy, but provided few other details.
Executives interviewed by The New York Times declined to discuss specifics, such as financing, title, timeline, storylines, episode length or how people will watch the show.
The show with Silverman is designed to boost interest in Apple's own App Store, while also making Hollywood inroads with producers and studios, the New York Post reported.
Apple has been rumored for years to be interested in introducing a TV service to compete with cable and satellite television. By getting behind individual programs, however, Apple appears to be signaling a different tack and following the lead of Netflix (NFLX) and Amazon.com (AMZN).
Apple is also creating video programs for its subscription-music service, Apple Music, the company's $10-a-month streaming music service, the Wall Street Journal reported, citing people familiar with the company's plans. The show, "Vital Signs" is loosely based on the life of hip-hop artists and Apple executive Dr. Dre.
Earlier this week, Apple said it also making a six-part music series called, "The Score," in partnership with Vice Media. And in December, Apple Music also offered a program featuring a concert by pop star Taylor Swift from a world tour promoting her "1989" album.