On stage at today's "show time" event, Apple CEO Tim Cook announced Apple TV+, an ad-free subscription home for the company's new push into original content. With the Apple TV app now extending onto other smart TV platforms while collecting shows and movies from other outlets into Channels, it's giving people even more of a reason to stick with Apple by adding exclusives you can't get anywhere else. According to senior VP Eddy Cue, "Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet."

We've heard a lot about its content buying spree over the last year or so, but on stage, execs kicked things off with a video featuring big names like Steven Spielberg, Ron Howard and Octavia Spencer. Spielberg himself appeared on stage first to talk about Apple TV+ and the stories he wants to tell.

Reese Witherspoon and Jennifer Aniston showed up to talk about their new project The Morning Show, along with co-star Steve Carell, before Alfre Woodard and Jason Momoa hit the stage to talk about See, a new sci-fi series coming to the service. Kumail Nanjiani was up next, discussing his experiences as an immigrant that will be a part of the series he's writing with his wife for Apple, Little America.