Apple is reportedly planning to fund exclusive, original podcasts for its listening platform -- as competition around the potentially lucrative podcast industry heats up.
Citing anonymous sources familiar with the matter, Bloomberg reports that executives at the Cupertino, California-based Apple have begun reaching out to media companies to discuss buying exclusive rights to podcasts. According to the story, the company has yet to flesh out the details of its strategy, but will "pursue the kind of deals it didn’t make before."
Apple launched its Podcasts listening app for iPhone and iPad in 2012, but has until now played the mostly-neutral role of platform host in the podcast world. Investments in original content would reposition the company as a competitor in the rapidly-evolving podcast industry, where Apple Music rival Spotify has been beefing up its presence as of late.