Apple has hired two executives from Sony's production arm to launch a push into the original programming business, The Wall Street Journal reports. The initiative comes as CEO Tim Cook has pledged to expand Apple's services business, which includes apps, software, etc.

Why it matters: Apple joins the other major tech companies, Google, Facebook, Amazon, Netflix, etc., in trying to produce original content. Currently, Apple's content distribution exists through a variety of services, including Apple News, Apple Music and iTunes, though nearly all the material is produced by others. Apple has also relied on exclusives and partnerships, such as those with musical.ly and 808.

Gut Check: If the strategy sounds a little misnamed, don't forget this is the same company that sells movies, TV shows and music all through something called iTunes.

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Illustration: Eniola Odetunde/Axios

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Column / Harder Line

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Illustration: Aïda Amer/Axios

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