There's been a lot of speculation about how Apple (NASDAQ: AAPL) would eventually enter the streaming market in a challenge to market leaders Netflix (NASDAQ: NFLX) and Amazon (NASDAQ: AMZN). Until now, Apple's programming efforts have been modest, but reports suggest that the company plans to spend $1 billion this year developing original content, though how it would eventually offer that programming to consumers has been unclear.The few shows that have debuted thus far have been free to Apple Music subscribers.