Netflix, Amazon, HBO, and everyone else doing Hollywood content, watch out. Apple is coming for you.

The Wall Street Journal reports that Apple has set aside a whopping $1 Billion to fund original content. That’s a ton of original programming that they could go to town with to compete with the current video content heavyweights.

Apple has also probably realized that it’s not just about having deep pockets and a massive war chest. Their first foray into original content with Carpool Karaoke and Plant of the Apps has been met with a lot of negative reviews and criticisms. This is probably why they’ve been on a TV exec poaching spree. They recently signed up the creators of Breaking Bad and The Crown, Jamie Erlicht and Zack Van Amburg. Hopefully this will lead them to creating better original content for their iTunes and Apple TV platforms.

This year was the battle of gadgets. The next few years will be the battle of content. Exciting times.