Apple's TV pitch: Appealing to the cult of Mac and highlighting more stars

USATODAY - Tech Top Stories

Apple announces a new credit card, arcade and streaming subscription service. For its new entertainment service, TV, Apple took a different approach. No details or news on how much it will cost. Instead, it just trotted out its star talent, like Oprah Winfrey and Steven Spielberg, to hype us. Because selling stars, not technology features, is clearly how Apple plans to get consumers to pay to watch yet another subscription service.

Apple unveils news and entertainment subscription services for whole family

USATODAY - Tech Top Stories

Tim Cook hopes there's no business like show business. And with the backing of Hollywood A-listers Oprah Winfrey, Steven Spielberg, Steve Carrell, Reese Witherspoon, Jason Momoa, J.J. Abrams, Sarah Bareilles, Alfre Woodard, Kumail Nanjiani, Jennifer Aniston, even Big Bird--each appeared on the Steve Jobs Theater stage and will do their part to contribute original content – Apple's CEO on Monday announced Apple TV, a long-rumored ad-free, on-demand entertainment streaming service. Apple TV will launch in the fall and be part of a revamped Apple TV app. In broad strokes, the new service would appear to pit Apple's new service against the likes of Netflix, Amazon Prime, and Hulu. The new TV service is free; you'll have the option to pay for premium channels you don't currently subscribe to (with Apple presumably getting an undisclosed cut).

Apple's Netflix rival service could launch next March

Daily Mail - Science & tech

Apple is making a billion-dollar bet on its own on-demand television service that could launch as soon as 2019. The company has signed up 12 new shows to the project so far with big stars such as Reese Witherspoon, Jennifer Aniston and Kristen Wiig already on board. The streaming platform, which will rival popular services Netflix and Amazon Prime Video, is backed by a budget that is set to top £0.7 billion ($1 billion) and is predicted to launch in March 2019, according to a new report. Apple is making a billion-dollar bet on its own on-demand television service that could launch as soon as 2019. Apple is constructing a 128,00-square-foot headquarters for its new entertainment division, called Apple Worldwide Video, in Culver City, California.

Apple event: What to expect from the new streaming service and news product

Washington Post - Technology News

On Monday, Apple is expected to announce something altogether different from its typical new products that consumers can touch and feel: A subscription service that in some ways resembles Amazon Prime and will include Apple's own films and television shows with Hollywood stars including Reese Witherspoon, Jennifer Aniston and Steven Spielberg. Usually, when Apple holds big, splashy press events, it unveils a new product like the iPhone or the MacBook. For years, Apple's business has centered around the iPhone, but sales of that once-revolutionary but now commonplace device have slowed. And the entire world of computers has been flipped on its head. Apple has been diversifying beyond hardware, selling iCloud storage to its customers, a $10 a month music streaming service and movies and television shows through iTunes.

Apple's Hollywood moment draws intense interest and skepticism

Los Angeles Times

Since Hollywood caught wind of Apple Inc.'s entertainment ambitions several years ago, filmmakers and studio executives have been wondering exactly how the iPhone maker will delve into the streaming video market -- and whether it can dominate in the crowded and fast-growing arena. The tech giant has spent the last two years securing deals with show business royalty such as Spielberg, Oprah Winfrey and Reese Witherspoon to create a lineup of programming to compete with Netflix Inc., Inc. and Walt Disney Co. Apple's streaming plans have been cloaked in characteristic secrecy. The company is expected to finally provide answers Monday morning when Chief Executive Tim Cook takes the stage at the Steve Jobs Theater in Cupertino, Calif. There, he will pitch Apple's new streaming video strategy to a crowd of celebrities and studio executives.