Apple just signed a multi-year agreement with entertainment company A24 to produce original movies for the company, sources familiar with the matter stated. Apple plans to revamp its original content and even plans to provide its free movies and TV shows to Apple device owners sometime next year as its strategy to build consumer loyalty.

Reports began to surface last month that Apple plans to launch a TV subscription service in as many as 100 countries, in which its original content would live. Though the official details regarding Apple’s deal with A24 is yet to be disclosed, a rollout as described would make it able to compete immediately with others such as Netflix and Amazon.

A rumor floating around regarding Apple purchasing A24 outright as an entry portal into the film business was quick to be shut down in March, while Deadline was told that discussions appeared only to be for partnerships on projects.

A24 continues to be a critics’ favorite as they have released several Academy Award-winning films including “Room,” “Amy,” “Lady Bird” and “Moonlight,” which CNBC notes won the Academy Award for Best Picture, Best Adapted Screenplay and Best Supporting Actor in 2017.  Now, us Apple lovers must wait for the official news on its exciting new venture.