Apple Inks Creative Digital Deal With Oprah

Apple Inc. has struck a multiyear deal with Oprah Winfrey to produce original content, the technology giant announced Friday as the battle for talent among tech titans and traditional studios keeps heating up.

According to The LA Times, Winfrey, one of the most influential voices in media for several decades running, is also expected to have an on-screen role in the new Apple programming.

The Cupertino, Calif., tech giant has been courting Hollywood to produce original programming for the company, which manufactures streaming devices called Apple TV.

The company has not said when it plans to launch the upcoming streaming service that will carry its shows, or what it will cost. People who are familiar with the plans but not authorized to comment said it probably will debut next year. The iPhone maker’s content ambitions are part of a push to diversify its revenue beyond the devices it makes and apps produced by other developers.

The company hopes to compete in entertainment with the likes of Netflix Inc. and Amazon.com Inc., which have been aggressively signing deals with prominent entertainment producers to boost their original content offerings.

Landing a deal with Winfrey is a coup because she provides instant star power that Apple needs to build an audience, analysts say.

For Winfrey, the deal provides a chance to expand her audience among consumers who increasingly seek out on-demand programming online.

Terms of the deal were not disclosed.

Winfrey will remain chief executive of the Oprah Winfrey Network, or OWN. Discovery Communications agreed to pay $70 million last year to take a majority stake in the network. As part of the Discovery deal, Winfrey agreed to remain with OWN through 2025. Despite early ratings struggles and staff turnover, OWN has become popular among African American women with such series as “Queen Sugar” and “Greenleaf.”