Apple Inc. is planning to introduce a new digital video service that will offer free original content via a pre-installed "TV" application on its devices, CNBC reported Oct. 10, citing sources.

The app, which Apple plans to launch in early 2019 for iPhone, iPad and Apple TV, will also allow customers to sign up for online-only services, such as those from HBO and Starz.

Peter Stern, who joined Apple in 2016 as a vice president working on cloud services, has been tasked with signing agreements with media companies for the video service. He is also in charge of acquiring content for Texture, the digital magazine product Apple acquired in March.

Apple has been ramping up its original programming efforts in recent months. In August, it posted an opening for a "creative director for original content."

Apple has also entered into content partnerships with "Sesame Street" creator Sesame Workshop and Oprah Winfrey Network LLC CEO Oprah Winfrey.

HBO is owned by AT&T Inc.'s WarnerMedia, formerly Time Warner Inc.