CUPERTINO, CA - MARCH 25: Filmmaker Steven Spielberg  speaks during an Apple product launch event at the Steve Jobs Theater at Apple Park on March 25, 2019 in Cupertino, California. Apple announced the launch of it's new video streaming service, unveiled a premium subscription tier to its News app, and announced  it would release its own credit card, called Apple Card.  (Photo by Michael Short/Getty Images)
Michael Short/Getty Images
CUPERTINO, CA - MARCH 25: Filmmaker Steven Spielberg speaks during an Apple product launch event at the Steve Jobs Theater at Apple Park on March 25, 2019 in Cupertino, California. Apple announced the launch of it's new video streaming service, unveiled a premium subscription tier to its News app, and announced it would release its own credit card, called Apple Card. (Photo by Michael Short/Getty Images)
Now playing
02:03
Apple introduces new TV Channels storefront
Apple Airpods Max
Apple
Apple Airpods Max
Now playing
00:43
Apple unveils $549 headphones
John Hodgman making an appearance at the end of Apple's online event on November 10, 2020.
Apple
John Hodgman making an appearance at the end of Apple's online event on November 10, 2020.
Now playing
00:50
The PC guy from Apple's iconic commercials is back
New 13-inch MacBook Pro.
Apple
New 13-inch MacBook Pro.
Now playing
03:14
See Apple's new Macbooks with the M1 chip
Jacob Krol/CNN
Now playing
03:16
Here's what you need to know about the iPhone 12
CUPERTINO, CALIFORNIA - OCTOBER 13, 2020: Apple CEO Tim Cook talking about the value of 5G for customers during a special event at Apple Park in Cupertino, California. (Photo by Brooks Kraft/Apple Inc.)
Brooks Kraft/Apple Inc
CUPERTINO, CALIFORNIA - OCTOBER 13, 2020: Apple CEO Tim Cook talking about the value of 5G for customers during a special event at Apple Park in Cupertino, California. (Photo by Brooks Kraft/Apple Inc.)
Now playing
01:02
5G is coming to the iPhone
See Apple's new mini HomePod_00000000.jpg
See Apple's new mini HomePod_00000000.jpg
Now playing
00:50
See Apple's new mini HomePod
Apple Fitness+
Apple
Apple Fitness+
Now playing
01:40
Apple's Fitness+ wants to take on Peloton with at-home workouts
Apple Watch Series 6 and Apple Watch SE
Apple
Apple Watch Series 6 and Apple Watch SE
Now playing
01:13
See Apple Watch Series 6's new health capabilities
New iPad 8th generation.
Apple
New iPad 8th generation.
Now playing
01:36
Watch: Apple unveils latest line-up of colorful iPads
Apple's Newton device made its public debut at CES in 1992. Marketed as a computer that fits in the palm of your hand, the device never fully took off.
CNN
Apple's Newton device made its public debut at CES in 1992. Marketed as a computer that fits in the palm of your hand, the device never fully took off.
Now playing
01:54
This was Apple's first 'iPad.' It failed miserably
Apple
Now playing
01:28
Watch Apple's commercial where people blurt out their private info
The Apple logo is seen hanging inside the Apple store on West 66th Street on October 5, 2011 in New York City.
Andrew Burton/Getty Images/File
The Apple logo is seen hanging inside the Apple store on West 66th Street on October 5, 2011 in New York City.
Now playing
01:40
Apple is worth $2 trillion
App library
Apple
App library
Now playing
03:04
Widgets, face mask Memoji, car keys: Here's what's new on iOS 14
Now playing
01:49
Floppy disks & headphone jacks? Apple innovated them out of existence
Now playing
01:07
We did what Apple told us not to with the Apple Card
(CNN) —  

Welcome to the streaming game, Apple TV+.

The eyes of the entertainment industry were all on Apple on Monday as the tech giant previewed its new roster of original content and the company called upon people from what Apple CEO Tim Cook called “the greatest collection of accomplished, creative visionaries who have ever come into one place” to help them roll it out in what amounted to Apple’s answer to a network Upfront presentation.

But while the room was not filled with advertisers, Apple did have something to sell: yet another service in an already jam-packed field.

To help them do so, they enlisted the likes of Steven Spielberg, J.J. Abrams, Oprah Winfrey, Reese Witherspoon, Jennifer Aniston, Steve Carell.

Spielberg previewed his “Amazing Stories” series and the latter three previewed “The Morning Show,” a series based on the behind the scenes happenings of a, well, morning show. (CNN’s Brian Stelter is a consultant on the project.)

Reese Witherspoon and Jennifer Aniston present their new series, 'The Morning Show'
Apple
Reese Witherspoon and Jennifer Aniston present their new series, 'The Morning Show'

Jason Momoa and Alfre Woodard promoted their series “See,” and Kumail Nanjiani gave a set-up for his series “Little America,” which highlights immigrant stories.

“We hope ‘Little America’ will help viewers understand there’s no such thing as ‘the other.’ There’s only us,” Nanjiani said. “We’re excited we get to tell these stories with Apple.”

Abrams and Sara Bareilles previewed “Little Voice,” about a “promising, flawed” musician living in New York, according to Bareilles, who sang the theme song for the crowd.

Winfrey made three significant announcements, including two documentary projects and a book club.

In the kids space, Big Bird showed up to help highlight a new pre-school series born from Apple’s partnership with the Sesame Workshop called “Helpsters” that teaches the principles of coding.

Prior to the event, producers from shows like “Carpool Karaoke: The Series,” and the space race period drama “For All Mankind” were seen among the crowd.

The event kicked off with announcements regarding the tech giant’s new Apple News product, Apple News+, and the introduction of Apple Card.

The company also announced it has recruited big-name video game developers, including “Final Fantasy” creator Hironobu Sakaguchi, for Apple Arcade, a new subscription service for Apple-exclusive games.

The company did not lay out pricing for Apple Arcade or Apple TV+.