https://www.cnet.com/news/apples-rumored-tv-service-everything-you-need-to-know/

Apple's has a spotty track record with TV.  Its set-top box, Apple TV, was a "hobby" for years. Steve Jobs said he "finally cracked" how to create an connected iTV set in 2011, but it never materialized following his death that year. The company failed to pin down deals for a virtual cable service. 

But Apple's latest TV plan can't stay quiet for long. Apple has nabbed big-name deals with Oprah Winfrey, Reese Witherspoon, M. Night Shyamalan and Steven Spielberg, among many others. The company has hired two top television executives to spearhead the effort. And the company has been deploying a $1 billion budget in the last year to recruit projects from those high-profile film and television stars.