Apple announces its new streaming service, Apple TV+ — but doesn’t reveal a price

Apple is officially entering the streaming wars.

Apple on Monday announced its brand new streaming service, Apple TV+, during an event in Cupertino. After showing off a montage of clips from upcoming original shows, the company described Apple TV+ as "not just another streaming service" but rather "the destination where the world's greatest storytellers will bring their best ideas to life."

Several of those storytellers were in attendance on Monday to speak briefly about their shows. The line-up consisted of Steven Spielberg, Jennifer Aniston, Reese Witherspoon, Steve Carell, Jason Momoa, Alfre Woodard, Kumail Nanjiani, J.J. Abrams, Sara Bareilles, and even Big Bird.

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The event ended with Oprah Winfrey, who said she's excited to work with Apple because the fact that they're "in a billion pockets" represents a "major opportunity to make a genuine impact." She's working on two documentaries for Apple, one about sexual harassment and one about mental health, and says Apple will also stream book club conversations. "I want to literally convene a meeting of the minds connecting us through books," she said.

Apple ended its event without revealing how much the service will cost, which had remained one of the biggest unanswered questions heading in. But it was announced that the service will be ad-free and available in more than 100 countries, with content being downloadable and new programming coming each month. It's set to launch sometime this fall — meaning it will likely debut around the same time as Disney's streaming service, Disney+.