Here's Apple's biggest move yet to take on Netflix and HBO

Apple is taking its Netflix-esque ambitions seriously.

The tech giant best known for making and selling iPhones, among other gadgets, has hired two executives from Sony Pictures, the Wall Street Journal reported Friday, in an effort to boost its credibility in original programming.

Jamie Erlicht and Zack Van Amburg were top executives at Sony Pictures Television and oversaw some major sucesses including "Breaking Bad." At Apple, they will serve as co-heads of video programming worldwide, two newly-created positions. That division run by Eddy Cue, senior vice president who oversees iTunes and other services at Apple.

The hires are the clearest indication that Apple is gearing up to start spending big money on original content to compete with the likes of Netflix, Amazon, HBO, and plenty others.

Apple already has two shows to its name: "Carpool Karaoke" and "Planet of the Apps." But competing in this industry will take a lot more scouring of scripts, strategic planning of investments, and plans for distribution. Hence the need for high-end talent with experience.

Original video is a competitive but a potentially lucrative business to be in, and it allows Apple to diversify its revenue stream away from devices. Netflix recently surpassed cable TV on the number of subscribers in the U.S., Quartz reported, citing data from Statista and Leichtman Research Group.

It seems like Sony isn't too upset by the move, pushing the potential of collaboration between Sony and Apple. Previous reports had indicated Apple was interested in buying Sony.

“While we are sad to see them go, we are excited by the opportunity to work with them as partners in the future," Sony Pictures Entertainment Chief Executive Tony Vinciquerra said in a staff memo, according to the Journal.

It's still early days for Apple in Hollywood, with many industry executives confused by who is in charged as well as unsure of their overall structure, Mashable previously reported. For one, Apple's original video is being produced and promoted under Apple Music, the company's music-streaming service.

But perhaps these new hires can work to rebrand the effort. “We want to bring to video what Apple has been so successful with in their other services and consumer products—unparalleled quality," Erlicht said in a statement reported by the Journal.

Apple isn't the only tech giant making a new entry into original video. Amazon CEO Jeff Bezos already has several Golden Globes and Emmy Awards to his name. Snap Inc., Twitter, and Facebook are each supporting original scripted shows.

Apple did not respond to a request for comment, most likely because I am blacklisted after reviewing their awkward party at South by Southwest in March.