Apple TV+ is Apple’s new original video subscription service

Continuing with its slew of announcements on Monday, Apple has revealed its new original video subscription service: Apple TV+. The company says the service will feature “a brand new slate of programming from the world’s most celebrated creative artists,” ad-free and on demand.

Here’s a note from SVP Eddy Cue:

We’re honored that the absolute best lineup of storytellers in the world — both in front of and behind the camera — are coming to Apple TV+. We’re thrilled to give viewers a sneak peek of Apple TV+ and cannot wait for them to tune in starting this fall. Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet.

A number of celebrities were on stage to help ring in the service. Hollywood stars in attendance included directors JJ Abrams and Steven Spielberg and actresses Jennifer Anniston and Reese Witherspoon. Oprah (yes Sebastien, Oprah) herself was even on-hand to talk about her role in the new platform.

Outside of the celebrity sightings, however, Apple didn’t disclose much about the new service. We don’t know pricing or availability—the company says those details will be announced ‘later this fall’—and the only actual footage that was shown was kind of a mash-up trailer/preview of several different shows.

For more details, read the press release or visit

We’ll obviously be talking about this service for the next several months, and will pass along more details as we get them. But for now, we want to know what you think of the new Apple TV+ service.

Will you be subscribing this fall?