Apple has launched a major foray into the subscription services market.
The tech titan revealed its much-anticipated video subscription service, Apple TV+, that will take on Hollywood with its arsenal of original content and is slated to launch this fall.
Apple TV+ was debuted in a star-studded announcement featuring celebrities ranging from Oprah Winfrey, Steven Spielberg, Jennifer Aniston and Reese Witherspoon to Steve Carrell, Big Bird and Jason Momoa.
Among the other new services, Apple Arcade, is a game subscription service that lets users access more than 100 'exclusive' titles from almost anywhere, including mobile and desktop devices, as well as from the TV in your living room.
In a surprising move, Apple also unveiled a new iPhone-linked credit card, dubbed the Apple Card, that has no fees, low interest rates and daily cash back rewards.
It also took the wraps off of Apple News+, which offers access to 300 top magazine titles and top newspapers like the Wall Street Journal and the Los Angeles Times.
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Oprah Winfrey and Apple CEO Tim Cook embrace during Apple's 'Show Time' event on Monday. Winfrey will produce two documentaries for the firm's new Apple TV+ service
Apple revealed its video subscription service, Apple TV+, that will take on Hollywood with its arsenal of original content, including content from director Steven Spielberg (pictured)
WHAT SHOWS ARE COMING TO APPLE TV PLUS?
Apple took the wraps off of its new video subscription service, called Apple TV+, that's slated to launch this fall.
The firm also rolled out Apple TV Channels, which lets users subscribe to channels à la carte, with no need to create a new account.
The channels include HBO, Starz, Showtime, CBS All Access and more.
Among the actors, actresses and creatives featured on the Apple TV Plus are:
The firm also launched a revamped video Apple TV app, called Channels, that includes access to live TV content, ranging from HBO, Showtime, CBS, Comedy Central and more.
The unveiling event confirmed many much-anticipated rumors that Apple would embark on a new chapter beyond the iPhone, iPad and Mac and into subscription services.
To usher in the new era, CEO Tim Cook took to the stage at the Steve Jobs Theater at Apple's Cupertino, California-based headquarters.
'Today is going to be a very different kind of event,' Cook said on stage.
'We've been creating a world class collection of services, and that's what today is about.
In perhaps the most exciting moment of the two-hour-long event, the firm debuted Apple TV Plus and Apple TV Channels, its long-awaited streaming TV services.
It's unclear how much Apple TV+, which is slated to launch this fall, will cost.
Apple TV+ will house all of its original content, which has already attracted big industry names.
Oprah is working on two documentaries for Apple: One called 'Toxic Labor,' which will focus on sexual harassment and assault in the workplace, as well as another unnamed project that will tell how mental health 'devastates lives daily across the globe.'
Steven Spielberg will reboot the TV series 'Amazing Stories,' while Reese Witherspoon, Jennifer Aniston and Steve Carrell will collaborate on a new TV series called 'The Morning Show.'
Actor Kumail Nanjiani will release a series based on immigrants called 'Little America,' while other projects will feature content from the likes of J.J. Abrams, Octavia Spencer, M. Night Shyamalan, Jon M. Chu and Jason Momoa.
AppleTV+, slated to launch this fall, was revealed in a star-studded announcement featuring celebrities like Steve Carrell, Reese Witherspoon and Jennifer Aniston (pictured)
In a surprising move, Apple also debuted an iPhone-linked credit card that has no fees and is located in the Apple Wallet, where it can show reminders like when users' payments are due
Apple TV Channels will let users access a bundle of content from popular services like HBO, Showtime, Starz, CBS All Access, the Smithsonian Channel, EPIX, Tastemade, Noggin and others that will be added over time.
The service, which launches in May, will bring a redesigned Apple TV app and experience without requiring users to create a new account.
'We designed a new TV experience where you can pay for only the channels you want, all in one app, with the password you already have,' said Peter Stern, Apple's vice president of Service, on stage.
'Watch everything on demand and ad-free. Download your shows to take with you anywhere. Enjoy the highest quality picture and sound available.'
Apple is also launching a new section of the App Store that's dedicated to its Arcade gaming service.
It's a 'new kind of service' that gives users access to more than 100 new and exclusive games with a single subscription.
There's no advertisements, the games can't track users' activity without their consent and users can even play games offline.
Arcade will become available starting this fall in over 150 countries. Pricing is yet to be revealed, however.
The new Apple-branded credit card is launching in partnership with Goldman Sachs and will use Mastercard's global payment network, so that it can be used anywhere around the globe.
'With Apple Pay, we have completely rethought the Apple Card,' Jennifer Bailey, vice president of Apple Pay, said on stage.
Apple Arcade is a game subscription service that lets users access more than 100 'exclusive' titles from almost anywhere, including mobile and desktop devices and your television
Sesame Street's Big Bird speaks with Cody during an Apple special event at the Steve Jobs Theater
Aaron Paul, Octavia Spencer poses for a photo outside the Steve Jobs Theater
WHAT IS APPLE ARCADE?
Apple is launching a subscription-based gaming service that will let users play across mobile, desktop, and Apple TV.
Called Apple Arcade, the platform will live as a tab inside the App Store and gives users access to more than 100 new and exclusive games, the firm says.
It will feature games from Annapurna Interactive, Bossa Studios, Cartoon Network, Finji, Giant Squid, Klei Entertainment, Konami, LEGO, Mistwalker Corporation, SEGA, Snowman, ustwo games and dozens more.
Games will be across iPhone, iPad, Mac and Apple TV. And, users will be able to pick up where they left off on a different device.
Apple has not yet revealed any details on pricing, but says it will be coming to 150 countries in Fall 2019.
Apple introduced Apple Arcade in a star-studded event at the Steve Jobs Theater
It's a sleek, titanium credit card that makes a surprising design departure from traditional debit or credit cards, featuring no card number, CVV or expiration date.
That information is now stored in the Apple Wallet and, instead, the card shows Apple's distinctive logo, the card owner's name and a chip.
There's no fees, a simpler application process and users can receive 2 percent cash back on purchases made through Apple Pay using an Apple Card.
Users can sign up for a card on their phone and track purchases, check balances and see when their bill is due from the Apple Wallet app.
Apple Card is slated to arrive this summer and packs a range of benefits, according to the firm.
Available starting today for iOS 12 users in the US and Canada, Apple News+ costs $9.99 per month and can be shared with other family members for free.
It adds the 'best of the magazine experience' into the News+ app, with 'live' interactive covers, curated stories and a range of magazine offerings catered to interests like gadgets, pop culture and sports, among others.
Apple Arcade, the firm's new game subscription service, will let users play games across mobile, desktop and Apple TV. It'll feature games from LEGO (pictured), SEGA and others
Apple also redesigned the Wallet app to make it easier for users to make digital payments, track financial information and more. The firm also debuted the titanium Apple Card
Apple made headlines last March when it acquired magazine subscription service Texture and it now plans to build upon that deal with a new platform that bundles content from a wide variety of publishers.
Apple is turning away from its core hardware business as iPhone sales have increasingly sputtered.
It's services revenue is on the rise, up 19 per cent to around £$1 billion (£8.3bn) in its most recent quarterly financial report compared to a 15 per cent drop in phone sales.
But it's late to a market dominated by Netflix, Amazon and HBO, which launched streaming while Apple stayed focused on iPhones, iPads and computers.
Paolo Pescatore, an analyst with PP Foresight, hailed the announcements as a 'landmark moment' for Apple, given the event's sole focus on services.
'It underlines a growing and strong focus on services as a future source of revenue growth,' Pescatore told Dailymail.com.
'In essence, Apple is seeking to become a Netflix of everything in services; music, news and magazines, video and games.
'The roll out of new subscription based services paves the way for the introduction of new business models such as all you can eat bundles like Amazon Prime.
'In the future we might even see users pay for a service bundle and receive a new iPhone every year,' he added.
While co-founder Steve Jobs began toying with the idea of building a powerful TV business before his death in 2011, it has taken CEO Tim Cook nearly eight years to bring it to fruition.
The original series on the new Apple service reportedly cost Apple more than $1 billion (£8.3bn), which is far less than Netflix and HBO spend each year.
Tim Cook unveiled the Apple Card, a sleek, titanium credit card that makes a surprising design departure from traditional cards, featuring no card number, CVV or expiration date
Users can sign up for a card on their phone and track purchases, check balances and see when their bill is due from the Apple Wallet app. The Apple Card is slated to arrive this summer
Apple is rolling out a new subscription service catered to journalism junkies. The service, called Apple News+, offers users access to 300 top magazine titles, like Time and Vogue
'Apple is very late to this game,' eMarketer analyst Paul Verna said.
'Netflix has become the gold standard in how to create and distribute content, using all the data they have about their viewers.'
Netflix's prowess has attracted 139 million subscribers worldwide.
But Apple will have several other competitors fighting for consumers' dollars.
Tom Chapman, associate consultant at OC&C Strategy Consultants, said: 'The issue here is that market cannot support many more of these services.
'Hulu, Disney, Britbox, Prime Video, and a string of specialist services such as Curiosity stream and DAZN are already overburdening consumers with choices as it is.
'Apple has three major advantages over Netflix and other existing providers however.
'First, their hardware ecosystem is a force to be reckoned with, combining Apple TV, iPhones and iPads with Airplay technology will provide consumers with a truly seamless experience.
'Second, Apple's existing billing relationship with customers means it will be easy to drive sign-ups.
It adds the 'best of the magazine experience' into the News+ app, with 'live' interactive covers, curated stories and a range of magazine offerings catered to interests like gadgets and sports
WHAT FEATURES ARE COMING TO APPLE NEWS+?
Apple has revamped its News app to include access to hundreds of magazines for one monthly subscription fee.
The new service, subbed Apple News+, will cost $9.99 per month and includes over 300 magazines and newspapers.
It will be available in the US and Canada.
Apple News users will still have access to the free experience if they don’t want to pay for the upgraded service.
Those who do shell out the extra money, however, will also be able to access both current and past issues or individual articles from a number of magazines.
Among other titles, the $10/ month subscription will cover:
Attendees gather in the Steve Jobs Theater at Apple's Cupertino, California headquarters ahead of its 'Show Time' event on Monday. The firm is expected to unveil its new video service
'Third, much like Amazon, Apple TV's proposition is one small part of the company's broader strategy to lock consumers into its hardware and content ecosystem.
'As a result, it can make competitive pricing decisions to undercut its rivals.
'As for Netflix, their market share is vulnerable to erosion as new services such as Apple's launch and grow.'
Walt Disney Co. is also launching its own service this year, armed with an imposing library that became more formidable with its purchase of 21st Century Fox's films and TV series.
AT&T is debuting another streaming service built around HBO.
Apple has plenty of money to spend, though, with about $245 billion (£186bn) in cash and marketable securities.
It must prove itself attractive to Hollywood even without a track record for supporting high-quality programming and then ensuring it gets widely seen.
As part of its efforts to make quick connections, Apple hired two longtime Sony television executives, Jamie Erlicht and Zack Van Amburg, in 2017.
The subscription announcements will come in the wake of a number of surprise device updates announced by the firm last week.
Apple debuted second-generation AirPods, two new models of the iMac with upgraded components, a 10.5-inch iPad Air and the iPad Mini 5.