During last month's financial conference Apple's CEO Tim Cook stated that "We see huge changes in customer behavior taking place now and we think that it will accelerate as the year goes by with the breakdown of the cable bundle. I think that it'll likely take place at a much faster pace this year. We will participate in the original content world. We have signed a multi-year partnership with Oprah, but today I'm not really ready to extend that conversation beyond that point."

Two weeks later and it's being reported by CNBC that "Apple is in the final stages of preparing its new streaming video service, which will feature free original content for device owners and a subscription platform for existing digital services.

Lions Gate's Starz; CBS, which owns Showtime; and Viacom are expected to offer subscription streaming services on the Apple platform, according to people familiar with the matter, who asked not to be named because the discussions are private.

The report further noted that It will allow customers to sign up for existing digital streaming products and watch them in the iOS TV application, similar to Amazon's Prime Video Channels. Apple wants to simplify mobile video viewing by housing content in one app instead of forcing users to launch separate apps for each service.For more on this read the full CNBC report here.

Late this afternoon we've learnt that Apple is aiming to officially launch their new service on March 25, according to Bloomberg. Apple has reportedly invited Hollywood stars, including Jennifer Aniston, Reese Witherspoon, Jennifer Garner and director JJ Abrams, to attend, one of the people said.

In just over a year there have be at least 50 revelations about new shows or new cast members for new shows that will launch on Apple's new entertainment platform in the future.

While the service may be introduced in March, it's reportedly not to actually debut until late fall.

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