Apple unveiled a new TV streaming app Apple TV+, credit card and games arcade at its big reveal on Monday night (25.03.19).
The new TV service - which will rival Netflix and Amazon Prime - is set to feature content from A-listers, including Reese Witherspoon, Steve Carell and Jennifer Aniston, who have announced the new 'The Morning Show'
Speaking at the event, which was live-steamed from the Steve Jobs Theatre inside the new Apple Park HQ, in Cupertino, California, from 5pm, Jennifer said: "Reese and I are so proud to be a part of this exciting launch with Apple, officially announcing our new project, 'The Morning Show'."
Explaining the new programme, Reese continued: "On 'The Morning Show' we pull back the curtain on power dynamics between men and women and the high-stakes world of morning news shows.
"It's a real inside view into the lives of the people who help America wake up every day."
Jennifer added: "And through the prisms of those under-slept, over-adrenalised people behind and in front of the camera, we take an honest look at the complex relationships between women and men in the workplace and we engage in the conversation people are a little too afraid to have unless they are behind closed doors."
Comedian Steve then arrived on stage, saying: "Hello, am I late?"
He quipped: "Hi, I saw the two of you on screen up there and I didn't know if it was my turn or not."
Jennifer then replied: "No, no. Steve, we have to tell you that we are so thrilled that you are a part of the show because, honestly, you can't have an honest look at complex relationships between men and women with just women."
He joked: "I'm just happy to provide the manliness."
Reese continued: "Yes. 'The Morning Show' is seen through the yes of two aspirational women..."
Steve interjected: "And a prominent male."
It's also confirmed that J.J. Abrams, M Night Shyamalan and Steven Spielberg are on board to produce content for the service.
Hollywood filmmakers Steven Spielberg, J.J Abrams and M Night Shyamalan are also on board.
Spielberg is producing the sci-fi series 'Amazing Stories', and he thanked "the visionary and inventive folks here at Apple" at the conference.
'Game of Thrones' legend Jason Momoa and 'Star Trek' actress Alfre Woodard are also involved.
Apple TV+ will be available on the new Apple TV app, Smart TVs and all Apple devices.
It's ad-free, on-demand, available online and offline and will launch in autumn in more than 100 counties. Oprah Winfrey also confirmed that she has two documentaries she is releasing in partnership with Apple, 'Toxic Labour' - which about workplace harassment - and another focusing on mental health
She said: "We want to one heard, but we also need to listen. That's why I'm joining forces with Apple."
The firm's CEO Tim Cook also confirmed that Apple News + will feature 3,000 magazines and will be similar to Apple News.
Apple Arcade, a gaming subscription service, will be available on phone, computer and TV, and will have its own exclusive titles.
Finally, the Apple Credit Card was unveiled.
Tim said: "There are some things about the credit card experience that could be so much better."
Jennifer Bailey, VP of Apple Pay, continued: "We have completely rethought the credit card."
iPhone users can now sign up for the card and use it via Apple Pay.
Spending will be tracked via a feature called Daily Cash, which will also give cash back when used to pay for items.