(credit: Steve Rhodes)

Despite underwhelming performance thus far, Apple isn’t giving up on its original programming ambitions. According to a report from The New York Times, the tech giant’s entertainment plans are slowly but surely taking shape. Apple could reportedly push out a number of original series and films any time between March 2019 and summer of that same year.

The process may seem slow, but Apple isn’t wasting time building out its projects. Since last fall, the company signed 12 content deals. Nine of those are “straight-to-series” shows, meaning they skip the traditional pilot-episode stage and will immediately become full series. New hires and former Sony execs Jamie Erlicht and Zack Van Amburg lead Apple Worldwide Video and are expanding the staff to about 40 people. They’ve also ordered separations within the entertainment division devoted to adult dramas, children’s shows, and Latin American and European programming.

Only broad details about Apple’s overall entertainment strategy have been revealed. According to the New York Times report, producers and executives that have met with Apple claim the company is partial to programming that’s in line with “its bright, optimistic brand identity,” signaling that we probably won’t see any dark, Game of Thrones-esque shows coming from the iPhone maker.