An anonymous reader quotes a report from Bloomberg: Apple plans to fund original podcasts that would be exclusive to its audio service, according to people familiar with the matter, increasing its investment in the industry to keep competitors Spotify and Stitcher at bay. Executives at the company have reached out to media companies and their representatives to discuss buying exclusive rights to podcasts, according to the people, who asked not to be identified because the conversations are preliminary. Apple has yet to outline a clear strategy, but has said it plans to pursue the kind of deals it didn’t make before. While Apple doesn’t charge for the Podcast app or run its own advertising on the platform, adding exclusives and growing the Podcasts app could give some consumers another reason to stick to their iPhone or subscribe to complementary paid services like Apple Music. “Apple also has an advertising division focused on ads in the App Store, which theoretically could eventually be applied to Podcasts if it continues to increase its user base,” the report notes.