Apple is working on bringing exclusive content to iTunes. The company is reported to be talking to Hollywood producers for creating TV shows.

While Apple is yet to sign any agreement, Robert Kondrk, VP for Apple iTunes Content and Eddy Cue, VP of Apple's internet software and services, are taking the dialogue forward with various producers, reported The Street.

Apple is expected to make its move official during the launch of the iPhone 7 in September. It could announce this as a banner feature for new video streaming service on the phone. Before this, Apple was in talks with Les Moonves, CEO at CBS, for releasing 'skinny bundle', a web TV service on Apple TV. However, the talks are said to have hit a deadlock as the parties could not reach a pricing agreement. Apple was also rumoured to be interested in a possible acquisition of Times Warner which holds popular shows like Game of Thrones and entities like CNN News.

Music and video streaming are a growing business with significant players like Netflix and Amazon. Netflix offers a host of exclusive content to its customers. Its House of Cards won the Golden Globe for the best TV show in 2015.

Amazon has also been working on such an agreement. It offers 'Mozart in the Jungle' exclusively to its Prime users. The series received two Golden Globes for best television series — musical or comedy and best performance by an actor in a television series — musical or comedy.