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Apple spotlights services with TV, gaming and credit card offerings

Updated : 2019-03-26 07:08:47

Apple Inc attempted to reintroduce itself on Monday as an entertainment and financial services company that also makes iPhones as it launched a streaming television service, a credit card and an online gaming arcade.

With appearances by Oprah Winfrey and Steven Spielberg, the world's second-most valuable technology company lifted the curtain on a television and movie subscription service called Apple TV+ that will stream original television shows and movies.

The company's long-expected plunge into the streaming video war is years behind leaders Netflix Inc and Amazon.com Inc. Apple left out key details such as pricing, making it difficult to judge how its service will stack up against competitors.

The programming will come through a revamped television-watching app for users of Apple's 1.4 billion gadgets worldwide, as well as owners of smart TVs and other devices.

Apple also introduced a credit card, a digital video game arcade, and added hundreds of magazines to its news app at an event at its Cupertino, California, headquarters.

The launches come as Apple struggles with falling iPhone sales, which has prompted the company to turn more of its attention to services that provide regular subscription revenue.

Hollywood celebrities helped debut the revamped television offering. Apple has commissioned programming from Jennifer Aniston, Reese Witherspoon, Winfrey, Spielberg and others.

Winfrey, who announced a global book club and two documentaries, said she was drawn to Apple in part by its reach. "They're in a billion pockets, y'all," she said, referring to Apple's ubiquitous devices.

Alongside its own iPhones, iPads and iMacs, Apple will make the programming widely available through smart TVs and devices from Roku Inc and others, departing from the past where it has tended to keep content exclusively on its own hardware.

Image Source: AP/Reuters

Roger Rosner, Vice President of Applications for Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Roger Rosner, Vice President of Applications for Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Roger Rosner, Vice President of Applications for Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Roger Rosner, Vice President of Applications for Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Tim Cook, CEO of Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Tim Cook, CEO of Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Jennifer Bailey, VP Apple Pay at Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Jennifer Bailey, VP Apple Pay at Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Tim Cook, CEO of Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Tim Cook, CEO of Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Tim Cook, CEO of Apple (L) and Oprah Winfrey hug during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Tim Cook, CEO of Apple (L) and Oprah Winfrey hug during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Actors Steve Carell (L), Reese Witherspoon and Jennifer Aniston (R) speak during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Actors Steve Carell (L), Reese Witherspoon and Jennifer Aniston (R) speak during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Tim Cook, CEO of Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Tim Cook, CEO of Apple, speaks during an Apple special event at the Steve Jobs Theater in Cupertino, California, US, March 25, 2019. REUTERS/Stephen Lam
Director Steven Spielberg speaks at the Steve Jobs Theater during an event to announce new Apple products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Director Steven Spielberg speaks at the Steve Jobs Theater during an event to announce new Apple products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Apple News+ brings together over 300 popular magazines, leading newspapers and digital publishers into a beautiful, convenient and curated experience within the Apple News app.
Apple News+ brings together over 300 popular magazines, leading newspapers and digital publishers into a beautiful, convenient and curated experience within the Apple News app.
Created by Apple and designed for iPhone, Apple Card brings together Apple’s hardware, software and services to transform the entire credit card experience.
Created by Apple and designed for iPhone, Apple Card brings together Apple’s hardware, software and services to transform the entire credit card experience.
Jennifer Bailey, vice president of Apple Pay, speaks at the Steve Jobs Theater during an event to announce new products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Jennifer Bailey, vice president of Apple Pay, speaks at the Steve Jobs Theater during an event to announce new products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Apple CEO Tim Cook speaks at the Steve Jobs Theater during an event to announce new products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Apple CEO Tim Cook speaks at the Steve Jobs Theater during an event to announce new products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Roger Rosner, Apple vice president of applications, speaks at the Steve Jobs Theater during an event to announce new products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Roger Rosner, Apple vice president of applications, speaks at the Steve Jobs Theater during an event to announce new products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Apple CEO Tim Cook speaks at the Steve Jobs Theater during an event to announce new products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
Apple CEO Tim Cook speaks at the Steve Jobs Theater during an event to announce new products Monday, March 25, 2019, in Cupertino, California. (AP Photo/Tony Avelar)
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