At a live event at its headquarters in California, Apple also confirmed its new subscription-based gaming service, Apple Arcade, will launch on September 19. At that time, they unveiled an ambitious slate of original programming, including Steven Spielberg's new version of Amazing Stories, and The Morning Show starring Jennifer Aniston and Reese Witherspoon, but they didn't discuss exactly when the service would launch or what it would cost.
Apple said that the first shows available on Apple TV+ will launch on November 1 and will be in more than 100 countries. Apple announced new iPhone, iPad and Watch models on Tuesday. Apple is featuring scripted dramas, comedies and movies as well as children's programs in the service, which will compete against streaming giants like Netflix and Amazon.
Considering its $4.99 price tag, the Apple Arcade gaming service seems like a pretty sweet deal.
The first crop of shows - which Cook did not announce - will drop on November 1, and more shows will be added to the service monthly after that. For comparison, Disney+ will be $8 a month for an individual subscription and will launch almost two weeks after TV+. Analysts expect the iPhone to feature better cameras, and perhaps new chips to help handle the work of sensors on the device, but few new blockbuster features.
A lot has changed in almost 12 years since Apple introduced the iPhone which has seen an installed base of almost a billion devices across the globe. Unlike similar buttons offered by the likes of Facebook and Google, Apple's alternative allows you to mask your email address from developers, with Apple instead generating a unique random address that forwards to your actual email address.
Other streaming platforms have spent years preparing for the inevitable entry of Apple and Disney into the streaming marketplace.
Subscribers can watch Apple TV+ originals both online and offline, ad-free and on demand, on the Apple TV app, which comes pre-installed on iPhone, iPad, Apple TV and iPod touch and will soon be on Mac with macOS Catalina.