Highlighting Apple’s ongoing initiatives in terms of producing original shows, The Information reported yesterday that Apple has been looking for a programming chief to lead its video efforts across the company.

“HBO’s former programming head Michael Lombardo met with Apple executives earlier this year to discuss Apple’s video programming strategy,” a person familiar with the talks told author Tom Dotan.

While the iPhone maker has been looking to fill that particular role, it’s unclear if Lombardo could be a candidate to run the company’s video efforts. Lombardo left his role as HBO president and programming lead in early 2016 to become a producer.

He is currently producing a 10-episode scripted series for HBO, based on true events, because the executive now has a production deal with the network he departed just earlier this year.

The publication speculates that having a programming chief would signal to the entertainment community that Apple was serious about making its own shows and movies. The Cupertino company is working on several video projects for Apple Music members, including reality competition show “Planet of the Apps” and the “Carpool Karaoke” spinoff.