Apple Taking Big Bite Out Of Entertainment

CUPERTINO, CA --Movie studios take notice. With its latest announcement of Apple TV+, the computer company once known for hardware is demonstrating its muscle of reinventing itself into the lucrative world of home entertainment streaming.

Original shows, movies and documentaries are all the rage in the day and age of unplugging from satellite and cable. Story after story of users' tales of staying up all night for binge fests of their favorite programs can be heard from water coolers across the nation and beyond.

The thinking is: Who else to better hone the storytelling business than the company who launched its story more than 40 years ago in Steve Jobs' garage.

But that's exactly how chief Tim Cook launched the fall release of Apple TV+ at its headquarters on Monday for a made-for-Silicon Valley, star-studded bonanza featuring the likes of actresses Reese Witherspoon, Jennifer Aniston, Octavia Spencer and none other than Oprah Winfrey -- who endorsed the book publishing aspect of the product-services unveiling. Not to mention, one of the most ardent of storytellers -- movie producer/director Steven Speieberg -- showed up to give his nod of approval.

Apple’s original video subscription service will offer a brand new slate of programming from these celebrated creative artists. On the Apple TV app, subscribers will enjoy inspiring and authentic stories with a thinking-person's version of quality programming from all walks of life, ad-free and on demand.

“We’re honored that the absolute best lineup of storytellers in the world — both in front of and behind the camera — are coming to Apple TV+,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “We’re thrilled to give viewers a sneak peek of Apple TV+ and cannot wait for them to tune in starting this fall. Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet.”

Is it a grandiose claim? The jury may still be out, but given the history of Apple, it has just the shot at providing all generations with the type of emotional depth and cerebral content television viewers have been starved for beyond the animated, shoot-'em-up action flicks reserved for 12-year-old boys. With the emphasis on storytelling, think "Hidden Figures" with Spencer and most recently "The Wife" with Glenn Close.

In addition, Apple debuted the all-new Apple TV app and Apple TV channels coming in May 2019. This innovative service brings together the different ways to discover and watch shows, movies, sports, news in one app across iPhone, iPad, Apple TV, Mac, smart TVs and streaming devices. Users can subscribe to and watch new Apple TV channels — paying for only services they want, like HBO, SHOWTIME and Starz — on demand. They can also buy or rent iTunes movies and TV shows all within the new, personalized Apple TV app.

Heads up cable and satellite subscribers and executives, customers can subscribe to Apple TV channels à la carte and watch them in the Apple TV app starting in May, with no additional apps, accounts or passwords required.

Details:

• Pricing and availability for the Apple TV+ video subscription service will be announced later this fall.

• The all-new Apple TV app is coming to iPhone, iPad and Apple TV customers in over 100 countries with a free software update this May, and to Mac this fall.

• Through Family Sharing, users can share Apple TV+ and subscriptions to Apple TV channels.

• The Apple TV app will be available on Samsung smart TVs beginning this spring and on Amazon Fire TV, LG, Roku, Sony and VIZIO platforms in the future.

• Later this year, customers with eligible VIZIO, Samsung, LG and Sony smart TVs will be able to effortlessly play videos and other content from their iPhone or iPad directly to their smart TVs with AirPlay 2 support.

Apple revolutionized personal technology with the introduction of the Macintosh in 1984.

In modern days, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch and Apple TV. Apple’s four software platforms — iOS, macOS, watchOS and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay and iCloud.

In some ways, it's 1984 all over again -- with no apologies to George Orwell, the quintessential storyteller.