Rumors about Apple wanting to take on Netflix by producing its own original TV programs have been circulating for a while. The iPhone maker is already reportedly filming a six-part drama with Dr. Dre, and now the New York Times reports that Apple has begun work on another series, this one revolving around apps and the app industry.

The company is said to be working with Black Eyed Peas frontman and producers Ben Silverman (executive producer of The Office) and Howard T. Owens on the project. While the show sounds like it could be another Silicon Valley-style comedy set in the tech world, it's actually unscripted - so expect it to be closer to a documentary.

"One of the things with the app store that was always great about it was the great ideas that people had to build things and create things," said Eddy Cue, Apple's senior vice president of Internet software and services. "This doesn't mean that we are going into a huge amount of movie production or TV production or anything like that."

The Times states that Apple execs declined to discuss specifics of the series, including name, financing, storylines, episode length, and when it will launch.

It's also unclear how, or if, the show will promote or refer to Apple's own app store. Cue did tell the New York Post: "This is not us lending our name, it's more than that." He also said that Apple will be distributing it across its devices.

Apple is said to be involved in several original TV projects right now. In addition to the aforementioned Dr. Dre series - a semi-autobiographical dark drama called Vital Sign - the Cupertino company also announced it would partner with Vice Media to create a six-episode docuseries called The Score, a weekly show focusing on musicians and local music scenes in Brazil, Iceland and elsewhere.