Apple is on the hunt for original television and film content, as the Cupertino tech giant is now reportedly looking to land film distribution rights to the James Bond film franchise, according to The Hollywood Reporter.

Sony previously owned the distribution rights for James Bond films, but it ended with the release of 2015's Spectre.

Warner Bros. is considered to be in the lead to close a deal, however, Amazon has also joined the race and according to sources, both Apple and Amazon are willing to spend "in the same ballpark" as Warner Bros, "if not much more," in order to beef up its respective streaming businesses. In addition to these companies, Universal and Fox are also pursuing the rights to the franchise.

With valuation of the James Bond franchise noted to be in between $2 billion and $5 billion USD, according to an insider, the deal is said to include the streaming rights to the entire James Bond film catalog, and potentially even "the future of the franchise."

Recently, Daniel Craig confirmed his return as James Bond, and says the next movie will be his last.

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