Apple appears to be the latest tech company to start producing its own television content. Following on Apple’s 2014 acquisition of Beats Electronics, the company is now making its own show called “Vital Signs,” starring Beats cofounder and music rapper and producer Dr. Dre, according to a report out today.

Dre is also the executive producer of the show, which features Sam Rockwell and Mo McCrae and could be offered to consumers through Apple Music, The Hollywood Reporter is reporting, citing anonymous sources.

Netflix has been ramping up its production of original video content, and Google has worked with partners to produce content for virtual reality. Apple is vertically integrated on hardware and software, but when it comes to content, Apple hasn’t ever gone off in this direction. That could be changing now, and with a star that one could argue has been underutilized since he joined Apple.

Apple had no comment.


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