The launch was the centrepiece of an event at Apple's California headquarters overnight. The Apple TV app will also be available on Samsung smart TVs starting this spring, as well as on Amazon Fire TV, LG, Roku, Sony and VIZIO platforms in the future. Everyone from Steven Spielberg and Reese Witherspoon to Jennifer Aniston and JJ Abraams are on board. Eventually, the time came for Apple to break the news, and it came with the help of an all-star lineup.
"This is what we call now the battle for the lounge room", futurist Steve Sammartino told 3AW Breakfast.
Yet Apple will have to invest a lot in programming to keep up with Netflix, which is expected to spend about $15 billion on new shows this year alone. To top it all off, the tech giant unveiled Apple Card, which was said to be "an innovative, new kind of credit card" created to help customers lead a healthier financial life.
On the Apple TV app, subscribers will enjoy inspiring and authentic stories with emotional depth and compelling characters from all walks of life, ad-free and on demand. The Wallet app will allow users to track their transactions, what categories they are spending in and see the location they spent money using Apple Maps.
Apple is contributing to the developing costs and working closely with the game creators, not just hand-picking the games that will be part of Arcade.
Apple TV Plus will launch in the fall off 2019, but the company didn't reveal exactly when the new service will be available. Through Family Sharing, users can share Apple TV+ and subscriptions to Apple TV channels. And that remains a mostly untapped market for Apple services.
The company also introduced Apple Arcade, a game subscription service that will work on phones, tablets and desktop computers and include games from a range of developers.
Tons of content now available via Apple Channels.
Cook announced that magazines would be coming to Apple News, the number one News App. Apple wants to simplify that by offering bundles of services for a single monthly fee. For the first time that I can recall, Apple brought nothing to the table but its power.
One new aspect of the app is a dedicated kids section, which clearly took some cues from Netflix's children's UI.
There's an event taking place in the Steve Jobs Theater at Apple Park and it's sure to be a big deal, with a game subscription service, a news and magazine subscription service, and even a financial service all set to make this the day Apple really goes all-in on its services play.