On Monday, March 25 at the Steve Jobs Theater in Cupertino, Calif., Apple CEO Tim Cook announced the company’s long-rumored streaming service with help from several of the prominent celebrities involved.
The ad-free, on-demand streaming service, Apple TV Plus, will be the home for “the world’s most creative storytellers.” With plans to launch this fall, it’ll feature original television, films, and documentaries on the company’s redesigned Apple TV app.
The announcement was backed by celebrities who will help shape its content, like Jennifer Aniston, Steve Carrell, and Reese Witherspoon, who unveiled their upcoming series The Morning Show, and Steven Spielberg, who announced the resurrection of the anthology series Amazing Stories live at the event.
Others involved in the new service include Jason Momoa, Alfre Woodward, Octavia Spencer, Hailee Steinfeld, and Oprah Winfrey, who’s on board to produce two documentaries and “the biggest, most vibrant, most stimulating book club on the planet.”
“There has never been a moment quite like this one,” Oprah said live at the event. “We have this unique opportunity to rise to our best selves in how we use and choose to use both our technology and our humanity.”
The company also revealed Apple TV Channels, an additional service being added to the revised television app this May. Channels will centralize shows, movies and sports from streaming services—HBO Go, Showtime, Starz and more—to eliminate the need to use multiple applications or accounts. Users will now be able to choose which channels they’d like to subscribe to without being sent to a third-party app.
The Apple TV app will be compatible with smart TVs from Samsung, Sony, LG, and Vizio, in addition to Roku and Amazon Fire TV devices. Pricing for the service has not been announced.