26 March 2019
Apple Inc is expected to finally lift the curtain on Monday on a secretive, years-long effort to build a television and movie offering designed to compete with big media companies and boost digital services revenue as iPhone sales taper."It's show time" is how the iPhone maker billed the affair slated for the Steve Jobs Theater at its headquarters in California.
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 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.