Its finally here. It has been a wait that has spanned over 2 years, but is finally over. In a rather surprising call up for a mega launch event, Apple has announced ‘Apple Tv+’, its multi-million video streaming service to take on Netflix and others. The launch happened at the iconic Steve Jobs Theater at the Cupertino giant’s spaceship campus.

The service saw a host of television celebrities come up on stage and talk about a slew of new shows that Apple TV+ is bringing in as exclusive content. The service was introduced by Tim Cook only to be later taken over by the legendary Steven Spielberg. Apple getting into original content has been in the news for quite some time now, and with today’s launch, that has finally been cemented.

Apple’s original video subscription service will feature a brand new slate of original programming from the likes of Oprah Winfrey, Steven Spielberg, Jennifer Aniston, Reese Witherspoon, Octavia Spencer, J.J. Abrams, Jason Momoa, M. Night Shyamalan, Jon M. Chu and more.

Additionally, Apple debuted the all-new Apple TV app and Apple TV channels coming in May 2019. The new Apple TV app will bring in a cross-platform experience 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 — all on demand, available on and offline. Needless to say, Apple will offer the most state-of-the-art picture quality and sound. Users will also be able to purchase or rent iTunes movies and TV shows within the new Apple TV app.

Beginning in May, customers can subscribe to Apple TV channels à la carte and watch them in the Apple TV app, with no additional apps, accounts or passwords required. For Apple TV+, pricing is yet to come out. Apple mentioned that it will be announcing subscription plans later in fall this year.

Another interesting announcement was the availability of Apple TV app across other smart TVs as well. 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 play videos and other content from their iPhone or iPad directly to their smart TVs with AirPlay 2 support.

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