Apple’s original video content has been the least Apple-style product that Apple has produced in modern times. The few shows that the company has produced have committed a sin that’s even worse than being bad—they’re lame. Well, the company announced today that it’s digging into its bottomless coffers and actually making a major play to compete in the original television arena.

Apple has dedicated close to $1 billion to cover spending on the production or acquisition of video content over the next year. The company’s offerings thus far have consisted of rinky-dink content like Planet of the Apps, an embarrassing game show about apps, and Carpool Karaoke, a five-minute late night skit that was expanded to 20 minutes. These programs barely even qualify as shows. That one billion number indicates that things are about to change dramatically.

Apple knows it needs to keep its name in the game when it comes to original content. The risk of losing people to rival services and being in a bad bargaining position for the content it offers from others is too great. At the same time, it can’t overplay its hand because it’s making a nice chunk of change by just siphoning 15 percent of subscriptions from services like Hulu, HBO Now, and Netflix when people sign up through the app store. With Netflix pouring $6 billion into content for 2017, it seems like Apple may have found just the right figure to make a name for itself while not rocking the boat too hard.

Source: gizmodo