The Hollywood Reporter:

The world’s biggest company is officially taking meetings as everyone from Jennifer Aniston to Steven Spielberg salivates over selling the first big show. One studio chief says, “Who wouldn’t want to be the ‘Mad Men’ or ‘House of Cards’ on Apple?”

And:

Though Apple isn’t looking to replicate the pace or scale of rival Netflix’s $6 billion annual spend, it is eager to be in the prestige content business in a significant way. Per multiple sources briefed on the company’s plans, its executives are looking for big, smart, splashy dramas, with at least one citing Game of Thrones, Breaking Bad and The Crown as models. And though there are still plenty of questions — first and foremost, how will an Apple show be distributed? — talent is lining up to provide options.

And:

At press time, the company had bids out on only a handful of projects, including an update of Steven Spielberg’s 1980s sci-fi, horror, fantasy anthology series, Amazing Stories, and a morning show drama starring Jennifer Aniston and Reese Witherspoon, according to several involved.

Apple is entering new territory here. The good news is, they’ve long proved they can take on something completely new, dig in, learn the critical lessons, then produce quality product. Given what we’ve seen so far, it’s certainly fair to be skeptical, but I like the moves Apple is making and look forward to watching them master this space.