Apple shifts focus from products to services

Apple's TV+ Everything you need to know

The official product is a video streaming service unveiled alongside a roster of celebrities, one that will offer viewers access to original programming already in the development pipeline.

As expected, the iPhone maker announced a new video streaming service called Apple TV+ on Monday during a special event held at the Steve Jobs Theater at Apple Park. Streaming video, by contrast, is dominated by huge services like Netflix, Amazon and Hulu, with more seeming to be bowing into the competition daily, including AT&T's WarnerMedia, Disney and Comcast. But rather than increasing the complexity, Apple is hoping to simplify everything by becoming a one-stop-shop for multiple offerings, including HBO, Showtime and more.

Apple is seeking to be the go-to place for TV and movie watchers, gamers and news readers - eventually seen by many as a competitor with Netflix, Inc.

Video will be delivered to iPhones and iPads, Apple's own Apple TV device, smart TVs and, soon, streaming gadgets from Roku and Amazon. "Enjoy the highest quality picture and sound available".

Details: The service will be ad-free and available on demand with online and offline viewing.

For majority of the keynote, Apple introduced directors, actors, and actresses to help Apple unveils TV Plus content, including Oprah Winfrey, Reese Witherspoon, Steven Spielberg, Jason Momoa, Steve Carell, Alfre Woodard, Sesame Street's Big Bird, and Kumail Nanjiani. Sell plenty of content, keep your users happy and keep them within Apple's "Walled Garden".

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Apple made a point of differentiating its approach amid broader economic and political threats to journalism, as well as growing privacy concerns. All the content will be available with a monthly subscription in the Apple News app.

The announcement was accompanied by visits from several of the creative minds involved with Apple TV+ programming. Netflix isn't on board, but that might change of Apple's service becomes a huge hit.

Apple said advertisers won't track readers inside the app.

The Apple TV Plus reveal featured a grand cavalcade of creators who came on stage to talk up their contributions to the service's exclusive library.

To help it achieve scale with both its original content and Channels product, Apple will be dramatically expanding the availability of the Apple TV app. However, unlike most Apple events, the focus was not on new hardware, but instead on subscription-based services-all created to deliver entertainment, video game, and magazine content.

The new service will be accessible through an updated TV app on iOS devices that will also integrate other streaming services. Unfortunately, pricing for Apple TV Channels was also not shared in the keynote.

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