Apple needs to invest in creating original content for iTunes

Apple’s iTunes is a well proven ecosystem for music/video and book distritution which primary function is to provide fresh new content to keep members buying and buying, but that content belongs to third-party media networks who decide whether or not to place it in iTunes or take it to other online distribution partners.

iTunes has remained the biggest player in content distribution and content creators are feeling the heat, they want more control over Apple’s iTunes, something that can put Apple in tremendous situation, losing content could mean losing part of iTunes business, Apple knows it, but media executives are ready to burn the house with its business inside.

I’m most than convinced that for Apple the real deal is to invest in creating its own media business, maybe not music in order to avoid another Apple Musci lawsuit, but movies and internet-based series, it would bring fresh new content that could compete with those from CBS, NBC and others.

Creating an internet-based sitcom would drive more traffic to iTunes and can generate a lot more money from syndication or over the air download to iTunes, Apple could leverage its pricing strategy and avoid Hollywood greedy executives; a very risky move, but a really needed one, maybe investing a few millions in AOL, buying a few smaller Hollywood studios or creating its own media business from the ground up for signing young actors, indie movies and short-movies made in home-based studios elsewhere.

Apple has all the components, iTunes for distribution, iAds to provide advertising opportunities for big brands, the iPad, iPhone, iPod Touch and AppleTV for home and mobile media consumtion and enough money to start the media project right now.

This could hurt some media relations, but Apple is used to take risks, this is just another one and would send a strong message to executives and rivals about the power inside Apple’s field.