Live streamers could be forgiven for wondering if the Oscars had moved to the Steve Jobs Theater in Cupertino Monday morning, because there were so many big Hollywood stars on stage. Steven Spielberg, Steve Carrell, J.J. Abrams, Reese Witherspoon, Jennifer Aniston, and... why am I burying the lede?
Oprah! Why is she working with Apple to deliver two documentaries and a book club? "Because they’re in a billion pockets, y’all! A billion pockets!" she roared to an adoring crowd.
In a reveal that lasted almost two hours, Apple announced major new forays into the worlds of news, gaming and entertainment. All three are mature industries with a lot of competition. But perhaps the tech giant's gutsiest move is into entertainment. It's hard to imagine how Apple TV+ — due to arrive sometime this fall — will be qualitatively different from the wide range of content already on offer.
See the "sizzle reel" from the Apple presentation.
That said, Apple has been late to a game before, and still redefined the field of play. Ian Sherr, editor at large at CNET News, has seen it happen several times: with the personal computer, the tablet, and the smart phone.