Apple Arcade officially unveiled as a gaming subscription across Apple devices

Apple TV Event

The difference here is that Apple can be confident of selling millions of each device it launches, but a streaming TV service is much more risky. The iPhone has always been Apple's marquee product and main money maker, but sales are starting to decline. It announced that you could get to all the TV services you already subscribe to through Apple TV, which is as momentous as, say, getting a new clicker for your smart TV. Jason Momoa from Aquaman and Game of Thrones will star in a new show called See, a futuristic fantasy about a world where everyone has been blind for so long they question whether sight ever really existed.

Apple is also rumoured to be rebooting Steven Spielberg's fantasy and sci-fi series from the 1980s, Amazing Stories, which features independent self-contained episodes. That distinguishes it from Facebook and Google, the other major online news hubs.

Apple is also contributing to development costs and working with creators.

Aniston announced her return to TV in a series with Reese Witherspoon and Steve Carell called "The Morning Show" that will take an "honest look at the complex relationships between women and men in the workplace and engage in the conversation people are afraid to have unless they are behind closed doors", Aniston said.

The card will have no late fees, no annual fees, no worldwide fees and no over-limit fees. The Apple/Goldman offering has cash-back, rewards, and promises of privacy, just like every other credit card on the planet.

But the biggest splash was its video service.

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Apple TV+ includes original programming from well-known entertainment talent including Jennifer Aniston, Oprah Winfrey, and Steve Spielberg.

Apple also announced a new subscription-based magazine service, with access to more than 300 United States magazines for $9.99 (£7.58) a month - a United Kingdom launch is set to follow in autumn.

And unlike Netflix, Apple TV Plus will not come stocked with a library of popular broadcast shows. The Apple Arcade tab will be there on iOS, macOS and tvOS in the App Store itself. He said Apple's strength was "the seamless integration of hardware, software and services".

"Apple is very late to this game", eMarketer analyst Paul Verna said.

"Netflix has become the gold standard in how to create and distribute content, using all the data they have about their viewers", he said.

Dsney has also suggested it could bundle Disney+ with ESPN+ and Hulu, of which it owns a majority stake after its acquisition of 21st Century Fox assets. But Apple will have several other deep-pocketed competitors fighting for consumers' dollars. The launch comes as Apple seeks to shore up growth, with the company in January posting its first decline in revenue and profit for a holiday quarter in more than 10 years.

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