Apple TV+ seeks stardom on streaming service stage

Apple moved into new territory Friday with a streaming television service that features a budding library of original shows starring big-name celebrities, aimed at winning over its gadget lovers at home and on the go.

The Apple TV+ on-demand streaming service launched in more than 100 countries at USD 4.99 per month.

Apple is spending heavily on new content and promises a "powerful and inspiring lineup of original shows, movies and documentaries," in addition to a handful of already familiar titles.

The arrival of Apple TV+ "marks a pivotal new chapter" for the Cupertino, California-based titan, said Wedbush analyst Dan Ives.

"We believe Apple's goal here on this streaming endeavor is to be a major distribution platform for content," Ives said in a note to investors.

Ives said Apple is seeking to attract viewers from a massive worldwide customer base of approximately 1.4 billion active iOS device users.

The brand set the smartphone standard with its iPhone more than a decade ago but is moving to diversify into services and digital content as iPhone sales soften.

The first Apple TV box for streaming shows from the internet to its devices or television sets was released some 12 years ago, with the company long downplaying it as "a hobby."
"As long as you have more options in the iOS ecosystem that makes everything else more compelling."
As well as offering Disney's enormous catalog within its first year, including all Pixar movies, it will feature a cornucopia of newly commissioned shows playing off famous franchises such as "Star Wars."