Apple TV+: less a rival to Netflix, more a smug religious cult

The launch event for the tech giant’s streaming service featured Oprah, Spielberg and plenty of self-indulgence, but little evidence it can catch up with the market leader

If the shows on Apple’s new TV service turn out to be as smugly evangelistic, self-indulgent and editorially undisciplined as the launch event for the product, streamed from California on Monday, then it will be very bad news for Apple subscribers and very good news for Netflix, the current market leader.

The boring, sprawling 100-minute broadcast ended with Apple CEO Tim Cook tearing up as he delivered a namaste to Oprah Winfrey, the last of a string of A-list contributors, also including Steven Spielberg and Jennifer Aniston, who, live on the stage of the Steve Jobs Theatre in Cupertino, previewed shows they are making for the new Apple TV app.

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Apple unveils TV subscription service with help from Oprah Winfrey

Steven Spielberg and Big Bird on hand as company reveals new services including credit card and gaming platform

Apple unveiled a host of new subscription services at a star-studded event in Cupertino, California, on Monday morning.

The event marked the debut of a new era for a company that built its brand on hardware and software; just last week, Apple announced new products with little fanfare, saving its firepower for Monday’s celebration of services, from its attempt to take on Netflix to a new Apple credit card.

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