Apple has been holding talks with the major music companies and an iTunes Movie Store as well as a video iPod could be launched as early as September, the Wall Street Journal reported on Monday.

It had long been rumored that Apple was planning a video iPod as a way to keep device sales up and woo new customers. The Cupertino company sold 6.15 million iPods last quarter.

Apple CEO Steve Jobs has thrown cold water on any speculation repeatedly, however, saying he did not see how watching a movie on a small screen would appeal to consumers.

But Apple surprised many by adding music videos with some song purchases on its iTunes Music Store, and Jobs has not spoken out against all forms of video on a portable device, analysts point out.

Other clues have been given to a possible move, including the purchase of a multimedia chip from Broadcom that could handle better graphics and video. Also, several people have discovered icons and code within iTunes that could be used for video functions.

So far, Warner, EMI, Vivendi Universal and Sony BMG have been approached about licensing of music videos. Users would be able to either purchase a combination of the song and video for a discounted price, or separately for $1.99 USD. Even some media companies have been contacted about licensing television shows for the service, according to reports.

Apple has refused to comment on the report, calling it "industry speculation."