While it is pretty evident that Apple is announcing its new video streaming subscription, a new report suggests Apple's plans of launching a gaming subscription at the event too.
What is it? A rival streaming service that Apple will place its own content on among other titles.
New York Times chief executive Mark Thompson attacked the Apple business model and warned that relying on third-party distribution can be unsafe for publishers who risk losing control over their product.
While Netflix is the most costly streaming service in India, CEO Reed Hastings stated past year that the company wasn't facing any issues over its pricing.
"The App Store is the world's biggest and most successful game platform", said Apple senior vice president of worldwide marketing Phil Schiller.
Apple has been dominating as a leading hardware player, but the sale of iPhones, its key product, has plummeted over the years.
The first rumors of this service came to light earlier this year.
Telecom giant AT&T acquired the media-entertainment giant Time Warner and renamed it WarnerMedia, with the intent of moving into streaming with the rich content assets of Warner Bros studios, premium channel HBO and Turner broadcasting.
"We will be testing different options in select countries where members can watch Netflix on their mobile device for a lower price and subscribe in shorter increments of time", a company spokesperson told the Economic Times. The concept is quite similar to Google's recently unveiled cloud-based Stadia gaming platform.
Product news has dominated the week leading up to Monday's event, which is significant. Essentially, users could pay a monthly fee to get access to exclusive Apple News content from third-party publishers. Apple's plans here have been referred to as a kind of Netflix-for-games, but based on Bloomberg's reporting it sounds like Apple's offering will work more like Spotify.
Hollywood celebrities trekked to Apple's home to help debut a revamped Apple TV digital storefront.
Subscribers can choose to pay £7.99 a month for the full Prime service which includes faster parcel delivery and access to Prime Music, or pay £5.99 for just Prime Video.
Ives said he believes Apple's services business will be "worth roughly US$400 billion (RM1.62 billion) on a standalone basis".
Netflix is now testing its mobile-only plan in India, according to Economic Times. It could also include more than 200 magazines (such as Glamour and People) along with newspapers.