Apple, Taking On Netflix, Shows Off Apple Tv+ Video Service

By Mark Gurman and Lucas ShawBloomberg

Apple Inc. unveiled its next take on TV, challenging Netflix Inc. in the competitive video streaming market.

At a star-studded event in Cupertino, California, on Monday, the technology giant unveiled an original content service called Apple TV+, a revamped TV app and an Apple TV channels service for tapping into outside providers including HBO, Showtime and Starz.

Zack Van Amburg and Jamie Erlicht, who run Apple’s original video programming, introduced the TV+ service by playing video featuring Steven Spielberg and Ron Howard. Then, a slew of big name celebrities working on movies and TV shows for Apple discussed their projects.Spielberg, Oprah Winfrey, Jennifer Aniston, Reese Witherspoon, Jason Momoa, Alfre Woodard, J.J. Abrams, Sara Bareilles, Kumail Nanjiani and Steve Carell talked about their upcoming work.

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