"Great stories can change the world," Tim Cook, Apple's CEO said, before introducing the name of Apple's new TV service: Apple TV+.
Apple (AAPL) said that Apple TV+ will work with artists and some of the biggest names in Hollywood.
Steven Spielberg, J.J. Abrams, Sofia Coppola, Jennifer Aniston, Reese Witherspoon, Damien Chazelle, M. Night Shyamalan and Ron Howard were all a part of a black and white film about how these Hollywood heavyweights work creatively.
Brian Stelter notes:
This is the heart of Apple's announcement -- a huge bet on original TV shows and films. Jamie Erlicht and Zack Van Amburg have Jamie Erlicht and Zack Van Amburg, the two Sony execs who were poached from Sony nearly two years ago, are speaking about "a new service dedicated to the best stories ever told." They've been working on it in secret, until now.
(Full disclosure from CNN's Brian Stelter, who's currently reporting live at today's event: I'm a consultant on one of Apple's many shows, a drama set in the world of morning TV. But I don't know when or how the show is being released.)