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customers. That’s where they spend most of their hours. And so, for any kind of service like that to be successful, you want to be on the leading streaming TV platforms.” But the big unveil for Apple was Apple TV+, sans specific pricing or the availability date. The launch of Apple TV+, a stronger, revamped video service, seems focused on becoming a one-stop shop destination for consumers with live TV, on-demand and Apple’s own original shows all in one place. Spielberg Choice – While Steven Spielberg has taken issue with streaming services competing for the Oscars, he led the Hollywood parade in announcing that his series, Amazing Stories, would once again be available for viewers on Apple TV+. Announcing the reboot of his ‘80s-era series Amazing Stories, Steven Spielberg was the opening act for the star-studded event, which may have been a strategic move on Apple’s part. “This is my first time at Apple,” he said but to the Hollywood crowd it was no secret that he has no love for one of Apple TV+’s competitors – Netflix ( Apple’s heads of entertainment, former Sony studio heads Jamie Erlicht and Zack Van Amburg, hit the stage and showed a sizzle reel of clips of programs in typical upfront fashion…“coming this fall.” To give the audience a hint as to where Apple’s paltry $1B entertainment investment was going, star-studded discussions included: • Reese Witherspoon and Jennifer Aniston, along with Steve Carell, talking up the drama, The Morning Show • Comedian Kumail Nanjiana discussing his immigrants anthology show, Little America • Singer/songwriter Sara Bareilles who played and sang the title theme of the musical series, Little Voices • Big Bird hopped in to tell folks Apple would be making kid shows with Sesame Workshop • Jason Mamoa (Aquaman) in a new sci-fi drama, See • Jada Pickett Smith’s coming-of-age story, Hala And more. Just a lot of good family friendly entertainment without the edgy entertainers or profane comedians. But that was no surprise since they had previously canceled Dr. Dre’s six-part series, Vital Signs, because of its drug, gun violence and orgy scenes and had delayed the release of Carpool Karaoke: The Series because of language issues. The right content could make it easier for parents to go along with their kids’ request for a new iMac, iPad and/or iPhone and be appealing to some of the telcos. To cap off the new media company’s event and reinforce the importance of people’s right to digital safety for the entire family and spotlight optimism, community-building and inclusivity Oprah Winfrey described two of her Apple documentaries that would allow her to “connect with people around the world to create positive change.” She brought the crowd to their feet and a tear to Tim Cook’s eye. And she reminded the audience of the Apple reach when she said, “in a billion pockets y’all.” Of course, we’d still like to know what all this entertainment enrichment and sharing of love is going to cost and whether Tim was considering giving folks a special bundled price for all of the services. As Martin Cranston said, “You have talent. Now let’s see what we can do with it.” In the interim, we’ll go see if we can find our iSocks.

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