Apple announces Apple TV+ service for its original TV shows and movies

After months of speculation and TV show deals, Apple today has officially announced its foray into original content. The service will be called Apple TV+.

Apple CEO Tim Cook invited Jamie Ehrlicht and Zack Van Amburg on stage at today’s event at Steve Jobs Theater. Apple hired the two former Sony Television executives in 2017.

The two executives led into a video starring creatives such as JJ Abrams, M. Night Shyamalan, Ron Howard, Sofia Coppola, Steven Spielberg, and more. The stars discussed how they go about their creative process.

Following the video, Steven Spielberg came on stage at Steve Jobs Theater. Spielberg referred to Apple as the “place where imagination and technology join forces.” The acclaimed filmmaker then discussed Amazing Stories, the original series he will reboot for Apple.

Apple first launched two original content TV shows in June of 2017 with ‘Planet of the Apps’ and ‘Carpool Karaoke.’ While Apple continues to release new episodes of Carpool Karaoke, Planet of the Apps did not make it past its first season.

Since those shows, Apple has hired two veteran TV Sony Television executives to lead its original content efforts. Today’s announcements mark the first unveil of those efforts, with the two Sony executives coming on stage at the event.

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