steve: CEO Tim Cook and a roster of big-name celebrities announced the company's much-anticipated entrance into the crowded video-streaming market at a press event Monday afternoon inside the underground Steve Jobs theatre at its Cupertino, California, headquarters, according to Nine News Australia. The company is producing its own lineup of films and TV shows that will be available via an updated version of the company's TV app on Apple devices. To improve your experience update it here News Technology Apple announces new streaming service, credit card at huge event By CNN6 07am Mar 26, its events are usually known for unveiling brand new gadgets, Apple has taken to the stage in California to introduce an Apple credit card, a radical reinvention of its Apple News' service and a new streaming service to rival the likes of Netflix. It is working with a number of existing streaming services, such as HBO, Starz and Showtime, to flesh out what's available there. Then the stars showed up after a dramatic black and white video featuring Ron Howard, Octavia Spencer, Reese Witherspoon, J.J. Abrams, M. Night Shyamalan, Sofia Coppola, Steven Spielberg and Hailee Steinfeld discussed the process of making movies and TV. Steven Spielberg appeared on stage, followed by Reese Witherspoon, Steve Carell and Jennifer Aniston who were promoting their new Apple series, The Morning Show. APPLE TVApple had former Sony executives Jamie Erlicht and Zack Van Amburg, whom Apple hired away two years ago, on stage to announce the company's original content investment.
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