Apple, apparently, does not want to be left in the dust. The company hopes to follow in Netflix, Amazon, and HBO's footsteps by creating original content—both television series and movies—by the end of 2017, according to the Wall Street Journal.

While specific details remain unclear, the tech juggernaut is reportedly gearing up to produce "critically-acclaimed programs like Westworld on Time Warner Inc.'s HBO or Stranger Things on Netflix." Apple has already begun recruiting marketing executives at studios and TV networks as part of this new initiative, according to a Journal source.

 "I think it's a great opportunity for us—both from a creation point of view and from an ownership point of view." -Tim Cook

Recently, the company cut original video content deals for Apple Music, its music streaming platform. The slate includes a partnership with CBS for a spinoff of James Corden's Carpool Karaoke and a dark drama from Beats founder Dr. Dre, loosely based on the rap mogul’s life, starring Mo McRae and Sam Rockwell. Additionally, Apple has ordered an unscripted TV show, Planet of the Apps, which will feature aspiring app developers pitching to win venture-capital funding, much like Shark Tank. It will be executive-produced by Gwyneth Paltrow and Jessica Alba, among others.

Apple CEO Tim Cook has publicly announced that the company is interested in boosting original content. "We've got a few things going there that we've talked about," Cook said on an earnings call in October, according to Variety. "And I think it's a great opportunity for us—both from a creation point of view and from an ownership point of view."

Check back later in the year for updates on Apple's original programming strategy.

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