It's being reported this morning that Apple Inc. is having discussions about licensing more films from major Hollywood studios as it looks to bolster its Apple TV+ streaming service, people familiar with the matter said.

The iPhone maker has spoken to several of the largest studios about acquiring more programming from their libraries to offer customers both in the US and abroad, said the people, who asked not to be identified discussing private negotiations

While most other streaming services have offered customers a mix of splashy new series and deep libraries of old TV shows and movies, Apple has built its paid streaming service almost entirely around original productions. It has scored a few breakout hits, such as the soccer comedy Ted Lasso and the TV news drama The Morning Show, and this week received 72 Emmy nominations, the most in its history.

But the big hits have been few and far between and many of its original films, such this year’s spy action picture, Argylle, have been duds. Just 11% of US households use Apple TV+, compared with 55% for Netflix Inc., according to the research firm MoffettNathanson LLC. Customers are far less likely to cancel a service if they're able to watch more. Bloomberg

On that last note, let me add, that Apple TV stretching out series in weekly episodes has been a super-negative for many. Personally, my annual subscription ends in August and will now only resubscribe to Apple TV+ every 6-9 months for only a single month when I'm able to access at least 5 or 6 full series. Then it's a value. 

Streaming was to be better than TV and it's losing some of its appeal by stretching shows out like cable TV. Of course Apple TV+ isn't alone with this annoying feature. Acorn, BritBox, Disney, Paramount are others follow this losing format. Do you have a beef with Apple TV+ or other streaming service? If so, send in your comments below or on our Twitter feed.