Apple has begun talks with senior label execs about launching its own music streaming service, which would go head-to-head with platforms such as Spotify, Deezer, Google Play All Access, Beats Music and others.

That’s according to three sources familiar with the matter according to Billboard, which says that Apple is also considering launching an iTunes app for Android.

The launch of an Apple streaming service would it alongside the iTunes Store and iTunes Radio to offer a multi-pronged approach ...