As a company, Apple has shifted dramatically over the last eight years since the passing of Steve Jobs. Monday's "its show time" Apple News and Apple TV event was a primary example of this, being the first to focus entirely upon non-hardware product offerings while introducing a series of celebrities talking about their new projects to create content that has nothing to do with the computing technology that has always defined Apple. What's going on?
Much of the criticism of Apple's event was focused on how it actually told us very little. Yet even with a "charm-and-dazzle" show, there was enough to get critics and analysts examining the good and the bad of what Apple is planning.
Apple is opening its new Apple TV experience to new audiences by expanding the device range it will be available on, with a selection of smart TVs and set-top boxes from third-party device producers set to offer the new version of the app in the coming months.
After two years of buildup, Apple CEO Tim Cook has announced what he called a "sneak peek" of the programming that his company's content service will include. The new service is to be called Apple TV+, but no pricing or confirmed start date was revealed.
At the company's March special event, Apple has revealed its much-awaited Apple TV Channels streaming video service, coupled with an updated Apple TV app, making that available across the entire range of Apple devices including the Mac. Apple TV Channels will begin in May.
Apple has introduced Apple Card, a new payment service that is part of Apple Pay designed to make it easier for customers to use a credit card, taking advantage of the functionality of the iPhone and iOS to make the card easy to acquire, and to use.
Apple has opened the "It's show time" Apple News and video event with a special animated introduction, one that highlights all of the important ad campaigns and products that the company has produced over the years in a fast-paced movie-style preroll.
At Apple's "its show time" event, Apple has debuted a paid news subscription called "Apple News+" integrating traditional magazines into Apple News. The service launches in the US for $9.99 per month and in Canada for $12.99 today, with other countries to follow.
Apple is set to launch its streaming video and updated news service at a special event in the Steve Jobs Theater in Apple Park at 10 a.m. Pacific, 1 p.m. Eastern on Monday. AppleInsider's Daniel Eran Dilger will be there — join us for exclusive in-depth coverage and analysis direct from the event.
Drumming up publicity for Monday's press event, which starts at 10 a.m. Pacific, Apple is already running a purported "livestream" from the Steve Jobs Theater at Apple Park, usually showing little more than a empty stage.
Apple's "TV" app — the locus of the video platform set to be announced on Monday — may sell subscriptions to outside services like HBO and Showtime at a cost of $9.99 apiece, a report suggested on Sunday.
Now that Apple has, presumably, gotten the big spring hardware announcements out of the way, it's clear that the March 25 event will be all about services. AppleInsider looks at what to expect during Apple's "Its show time" event.
The Apple TV app that live streams the latest Apple events has been updated ahead of the March 25 "its show time" video streaming and news service event, with a new app icon and background to show the event invitation's spotlights effect, and provide some details of when the streaming will happen.