The Atlantic

Apple TV+ Isn’t Trying to Be the New Netflix

The tech company’s planned streaming service, set to debut in the fall, will emphasize star power and quality over quantity.
Source: AP / Tony Avelar

Apple’s formal announcement of its new original-TV service, rolled out Monday, was high on prestige and low on details. A keynote presentation given at the company’s headquarters in Cupertino, California, began with hefty explanations of other projects the company has in the works, including a credit card, a news subscription service, and an updated gaming platform. Finally, Apple CEO Tim Cook turned to the main event of the day: a package that’s been dubbed Apple TV+. What will it offer? Shows featuring big stars—such as Reese Witherspoon, Jennifer Aniston, Steve Carell, Jason Momoa, and Kumail Nanjiani—and run

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