SOUNDBITE (ENGLISH) OPRAH WINFREY SAYING: "We have this unique opportunity to rise to our best selves in how we use and choose to use both our technology and our humanity." It's a pivot long in the making and Apple called on Hollywood royalty to seal the deal.
The tech giant Monday finally lifted the curtain on its long-awaited push into streaming video content as it faces a slowdown for its aging mega-hit, the iPhone.
UPSOUND: Stand-by three..
Stand by one...make your move... Apple TV plus.
That's the tech giant's new ad-free subscription video-streaming service - coming out in the fall.
Though Apple did not reveal the price.
UPSOUND: STEVE CARREL ENTRANCE (ENGLISH) Some of Hollywood's biggest names from in front of the camera were on board: Jennifer Aniston.
Alfre Woodard - just some of the names showing up on stage to say they'll be starring in original content for the service.
Even rock-star director Steven Spielberg has a show.
Apple's media push is not without risks.
While it has dominated the smartphone market, its up against some formidable foes in the media space.
Netflix has a huge advantage with 139 million subscribers worldwide.
And then there's the world's biggest media company Walt Disney, newly armed with the 21st Century Fox catalog along with a roster of blockbuster superheroes....and the AT&T-Time Warner combo - both planning to launch streaming services in the near future.
Apple is looking to offset slowing sales from its hardware business: iPhones, Macs, and iPads.
But thanks to the billions of people all over the world who have one of those devices in their hands or homes - Apple already has an fan base to work from.
SOUNDBITE (ENGLISH): APPLE CEO TIM COOK SAYING: "We've also been creating a growing collection of world-class services and that is what today is all about." Apple not only rolled out its own TV service, it also unveiled AppleNews+, a magazine and newspaper subscription service for $9.99 a month; Apple Arcade, a monthly subscription gaming service; and with partners Goldman Sachs and MasterCard a credit cared dubbed Apple Card.
And all these have something in common.
MONTAGE OF APPLE EXECUTIVES (ENGLISH) SAYING: "They're designed to keep your personal information private and secure." "We don't allow advertisers to track you." "Apple doesn't know what you bought, where you bought it or how much you paid for it." "Apple Arcade games can not collect any data about you, nor track any information about how you play your games without your consent." And that's what Apple hopes will help it stand apart as it pushes further into users' everyday lives.