The service is Apple's latest venture into the television business. Unfortunately, there are no details yet about how much it will cost. Advertisers have no way of tracking readers using Apple News, and its suggestions and recommendations are generated client-side, not server-side, with Apple claiming that it doesn't know what you read.
One critic tweeted, "Steven Spielberg, who has openly argued that movies that are just on a TV aren't real movies and shouldn't be considered the same kind of art, is being paid to tell you why Apple TV+ is good".
Apple will join a crowded field where rivals such as Amazon.com's Prime Video and Netflix Inc have spent heavily to capture viewer attention and dollars with award-winning series and films.
The new ad-free Apple TV+ streaming service has support from some of the biggest names in Hollywood, with stars including Reese Witherspoon, Steve Carell, Jennifer Aniston, Steven Spielberg, J.J. Abrams, and Oprah - who is making two documentaries and a live book club show for Apple TV+ - appearing on stage at the announcement.
The announcement also teased gameplay for several games.
Apple is so serious about the original TV package it's rolling out tomorrow, which the iPhone maker has been referring to internally as a "Netflix-killer", that the company at one point gave serious consideration to acquiring either Netflix or the Walt Disney Co. and building a studio for its own TV projects.
"It's show time" is how Apple billed the launch, leading analysts to believe it will be its first splashy event not featuring new gadgets or hardware. Apple only mentioned iOS, Mac, and Apple TV, which means you probably won't be playing these on a PC anytime soon.
Right after announcing a revamped Apple TV app - which will now be available on third-party devices - Apple revealed it would be creating original content available via TV+.
Apple (AAPL) on Monday launched Apple Arcade, a monthly video game subscription service that will offer users access to over 100 original games. But as nice and shiny and user-friendly as everything they showed today was, there is still absolutely no sense of what it's going to cost. It will be available to customers this fall.
In addition, games on Apple Arcade are barred from selling downloadable content. Still, at least in this case, Apple's incentives and publishers' incentives are generally aligned, which was not always the case in partnerships with Google or Facebook. It'll help to have that digital infrastructure in place by the time all those new shows and movies start to debut later this year, but it's hard to come away from this entire presentation without a sense of disappointment that more specific details weren't announced.