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Thursday, August 11, 2022
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Apple expected to make TV push with video streaming service

“It’s show time” is how the iPhone maker billed the affair slated for the Steve Jobs Theater at its Cupertino, California, headquarters. Analysts believe it will be the technology company’s first splashy launch event that will not feature new gadgets or hardware.

Hollywood celebrities are likely to trek to Apple’s Cupertino home to greet the debut of a revamped Apple TV digital storefront. Apple has commissioned programming from A-list names such as Jennifer Aniston, Reese Witherspoon, Oprah Winfrey and Steven Spielberg.

The Apple original shows are expected to be offered alongside the option to subscribe to content from Viacom Inc and Lions Gate Entertainment Corp’s Starz, among others, sources have told Reuters.

Apple will join a crowded field where rivals such as Amazon.com’s Prime Video and Netflix Inc have spent heavily to capture viewer attention and dollars with award-winning series and films.

Apple’s TV push has been cloaked in mystery. Even producers of Apple’s shows are unsure about many of the details about when and how audiences will be able to see their work.

On Monday, Apple also is expected to unveil an Apple News subscription option featuring content from major publishers and a new credit card with Goldman Sachs to bolster Apple Pay.

(Production: Jane Lee, Omar Younis)

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