Apple is reportedly among several companies in talks to buy up the complete film and music library of Eros Group, an Indian movie production studio with a number of famous Bollywood hits.
Negotiations are in "very early stages," Reuters said on Monday, citing a source. Other companies vying for Eros content are believed to include Amazon and Netflix, which have been trying to snap up Indian exclusives since launching their video platforms in the country last year.
Sources for India's Economic Times separately claimed that the sale could be worth up to $1 billion. The Reuters source suggested however that the Eros library isn't worth that much, and that Apple in particular is unlikely to spend heavily.
The company would benefit from offering the material on iTunes, as Eros has over 3,000 movies, which might help lure Indian customers into the Apple ecosystem. The iPhone controls just 3 percent of the Indian smartphone market, mostly because of its high cost.
A deal might also increase the appeal of a fifth-generation Apple TV, both in India and for Bollywood fans in general. Eros already offers a subscription service on the set-top (and other platforms) called Eros Now, but hosting on iTunes would mean the ability to rent or buy individual titles.