Apple finally announced its streaming TV proposition at its eagerly anticipated Services rollout, but didn’t show any original TV clips, nor commit to a subscription fee.
It did however bring on a cast of creative veterans to emphasise its intentions, including Oprah Winfrey, Steven Spielberg (who only weeks ago was decrying Netflix’s eligibility for the Academy Awards), Jennifer Aniston, Reese Witherspoon, J.J. Abrams, Jason Momoa and M. Night Shyamalan.
The iPhone maker says its “subscribers will enjoy inspiring and authentic stories with emotional depth and compelling characters from all walks of life, ad-free and on demand.”
“We’re honoured that the absolute best lineup of storytellers in the world, both in front of and behind the camera, are coming to Apple TV+,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “We’re thrilled to give viewers a sneak peek of Apple TV+ and cannot wait for them to tune in starting this autumn. Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet.”
Crucially, it announced a new Apple TV app which will allow access to the streaming service on smart TVs, as well as iPhone, iPad, Apple TV, Mac and Amazon Fire TV and Roku streaming devices.
Apple will also sell an Apple TV channel package. In the US this will comprise HBO, Showtime, Starz, Amazon Prime Video and CBS All Access. Through Family Sharing, users can share Apple TV+ and subscriptions to Apple TV channels.