Jennifer Aniston, Reece Witherspoon, Steve Carell and Steven Spielberg were among the celebrities to take the stage at the star-studded launch of Apple's new TV streaming service, Apple TV+.
Apple TV+ is the iPhone maker's answer to Netflix, offering a combination of original content commissioned by Apple and aggregated TV series and movies from other streaming apps and cable services.
Apple's original content includes a revival of Steven Spielberg's 1985 series "Amazing Stories", a drama about a morning TV news show starring Reese Witherspoon, Jennifer Aniston and Steve Carell, called "The Morning Show", and a true crime drama called "Are You Sleeping", starring Octavia Spencer.
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Oprah Winfrey will also bring her famous "Book Club" to Apple TV+, as well as a documentary series on sexual assault in the workplace, and another on mental health.
"I'm joining forces with Apple," she said during her on-stage appearance at the Steve Jobs Theatre in Cupertino, California. "They're in a billion pockets, y'all."
Meanwhile, aggregated content will be available from a variety of TV channels and over 150 streaming apps via the Apple TV app from May this year, via a free software update.
TV channels include HBO, Starz, SHOWTIME, CBS All Access, Smithsonian Channel, EPIX, Tastemade, Noggin and new services like MTV Hits, with more to be added over time around the world, according to Apple.
Streaming apps include Amazon Prime and Hulu - but not Netflix - as well as pay-TV services such as Canal+, Charter Spectrum, DIRECTV NOW and PlayStation Vue.
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Unlike the current Apple TV app, which simply acts as a store front for content on other TV streaming services, Apple TV+ will allow users to stream shows directly within the app.
Customers will be able to subscribe to Apple TV channels and streaming services "à la carte" - paying for only services they want, according to Apple.
Apple will use machine learning to provide personalised recommendations across all the channels and apps they use, and show upcoming episode of shows they are already watching in the 'Up next" section.
There is a dedicated area for kids content, including Sesame Street and other educational shows, providing young viewers with a "safe place to explore".
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The new Apple TV app will not only be available on Apple devices - such as iPhone, iPad and Mac - but also smart TVs from Samsung, LG, Sony and Vizio, as well as Roku and Amazon TV streaming boxes.
The service will be ad-free, with video content available on-demand, online and offline, for a monthly subscription fee.
Prices have not yet been announced, but Apple said that the new service would be available in 100 countries worldwide from the Autumn.
"Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet," 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."
