Last and definitely not least, Apple unveiled a serious move into video content production, called Apple TV Plus. Dedicated to "the best stories ever told," the service will feature high-profile content from a variety of big names – Steven Spielberg, Jennifer Aniston, Reese Witherspoon and Jason Momoa were some of the stars who appeared on stage.
Again, we don't know how much it's going to cost, but it will involve a monthly fee and it will work across all Apple devices. It's coming to more than 100 countries later this year, and will use downloads rather than streaming. You can think of it as Apple trying to be HBO as well as Apple.
Apple is adding some improvements to the existing TV app as well as launching its own programs, including iTunes movie integration and easier navigation, and it's introducing a separate service called Apple TV Channels at the same time.
The idea is you only pay for the channels you need, and access them all through the one TV app on your Apple devices. HBO, Showtime, and Starz are three of the channels that are going to be available, and live sports and movies get pulled in too (assuming you've subscribed to the necessary channels).
Apple has come up with something to do with its cash and it is going to have to outbid Netflix in order to get the best shows. In the near term it is going to be selling those shows to a smaller audience of Apple product users than the vast number of Android, Microsoft and smart tv users that will be outside its ecosystem.Click HERE to subscribe to Fuller Treacy Money Back to top