Apple's big event

4:25 p.m. ET, March 25, 2019

Jennifer Aniston, Reese Witherspoon and Steve Carell talk Apple's new 'Morning Show'

Jennifer Aniston and Reese Witherspoon appeared on stage to introduced their Apple (AAPL) series "The Morning Show" — a fun look into the wild world of morning news.

"Through the prism of those under-slept and over-adrenalined people behind and in front of the camera, we take an honest look at relationships between women and men in the workplace," Aniston said on stage.

The two are also executive producers on the show.

Steve Carell, who is also on the series, joined Aniston and Reese on stage and vamped about the series and his character.

"His colleagues love him and America love him," Carell joked.

(Full disclosure from CNN's Brian Stelter, who's 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.)

2:51 p.m. ET, March 25, 2019

Steven Spielberg gets his own Apple series

"I'm so grateful to be here today. This is my first time at Apple," Steven Spielberg said on stage.

Spielberg said an anthology series called "Amazing Stories " was his first encounter with science fiction, thus confirming reports that his series would be a part of the new Apple TV+

"We want to transport the audience with every episode," he said. He hopes that the first season of "Amazing Stories" will be a single thematic experience.

The original "Amazing Stories" ran on NBC from 1985 to 1987.

3:00 p.m. ET, March 25, 2019

Roku's stock tumbles as Apple announces its new TV offerings

Roku's stock fell more than 5% during Apple's TV and TV+ presentations.

Shares in the streaming device company had been up as much as 8%, but they are now up only a little more than 2%.

Roku (ROKU) competes with Apple TV, Amazon Fire, Google Chromecast and several other streaming video options. Roku dominates the space, more than doubling Apple's market share, according to Parks Associates. Apple TV will now be coming to Roku devices and smart TVs, but that may not be enough to comfort investors.

4:27 p.m. ET, March 25, 2019

And finally, here is Apple's original content

"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.)

2:18 p.m. ET, March 25, 2019

Apple trolls Facebook and Google with emphasis on privacy

Apple (AAPL) wants you to know it takes your privacy really, really seriously.

Throughout the presentation, executives played up the company's focus on privacy and security.

Executives referenced its “on-device intelligence,” which uses information from your device to serve up recommendations. For example, its news app will feature suggestions, but Apple won’t know what you’re reading and won’t allow advertisers to track you. 

Meanwhile, Google (GOOGL) and Facebook (FB) have been under fire for how much information they collect about their users.  

Apple CEO Tim Cook also reminded the audience that Apple News has always relied on trusted sources, and articles have been curated by experts. Cook said this is a “different approach than others have taken” – a clear swipe at Facebook. 

5:23 p.m. ET, March 25, 2019

'This is how TV should be': Here's the new Apple TV

And it's showtime for TV!

Apple's big announcement: It is redesigning its Apple TV app to allow consumers to pay only for what they want, ad free, and share with their family.

Apple (AAPL) will allow consumers to subscribe to channels such as Starz, Showtime and HBO.

This is the first time the Apple TV app will be on Mac and smart TVs.

And Apple keeps emphasizing: The Apple TV app will not share consumers' personal data with anyone.

2:53 p.m. ET, March 25, 2019

Gaming stocks fall after Apple announces Arcade

Apple just unveiled Arcade, a new gaming subscription service.

That sent down Electronic Arts (EA) and Activision Blizzard (ATVI).