Apple TV+ promo banner for. The Morning Show

According to the organizers of the Television Critics Association Press Tour, Apple’s new video service will wrap up the 12-day event with a January 19 presentation.

Apple’s attendance is important because this is an major industry event that will kick off this year’s upcoming TV season at The Langham in Pasadena. Apple may choose to promote upcoming new projects during the Winter TCA, more so considering that major services like Amazon Prime Video and Hulu will show off their new projects.

The press even runs from January 7 through January 19.

“While the former two platforms have become TCA mainstays, the tour marks one of the first times Apple will promote its streaming service at a major press event that the company isn’t directly running,” according to Indiewire.

The leading streamer Netflix has declined to attend.

Some of the previously announced Apple TV+ projects that the company may or may not promote at the Winter TCA include the following shows:

Meanwhile, Apple TV+ and its “The Morning Show” tentpole were snubbed at Golden Globes.

Apple TV+ typically adds new episodes on Fridays, but it’s still experimenting with release schedules so some shows are released episodically while others make their debuts on the service with their first three episodes.

Apple released just 74 minutes of new content last Friday. New shows and movies are definitely needed for Apple TV+ to continue building out its library of content.