The new Apple TV app got significant stage time Monday, and will soon offer direct access to paid services from HBO, Starz, Epix, and others.
The paid-subscription service will include games "unavailable on any other mobile service", Apple confirmed, and it will launch with "over 100 new and exclusive games".
Apple also announced a new subscription-based magazine service, with access to more than 300 USA magazines for $9.99 (£7.58) a month - a United Kingdom launch is set to follow in autumn. Apple says it will reveal a price for its streaming service later this year, so we don't know how it compares to other subscription streaming services yet.
Apple also announced a $9.99-per-month news subscription service called Apple News+ with more than 300 magazines, including The New Yorker, Sports Illustrated, Wired and Food & Wine and news publications including the Los Angeles Times, The Wall Street Journal and the Skimm.
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And it's now known that Apple has been in talks with Roku and smart TV manufacturers to place its service on third-party devices. The company has come under fire since purchasing Texture for failing to provide publishers with substantial benefit for being part of the service, and failing to negotiate long contracts, meaning users can't guarantee the titles they like will be available long term. Jason Momoa will head up See, a sci-fi epic world-building drama in which everyone in the world is blind.
"We don't allow advertisers to track you, so what you read on Apple News will not follow you across the Web", said Roger Rosner, Apple's vice president of applications.
To watch Apple TV Plus content, you'll need the new Apple TV app, which launches in May, the Verge explained.
Apple also announced its subscription game service called Apple Arcade.
"This is how TV should work", said Apple's Peter Stern. Every game includes access to the full experience, including features, content and updates.
If you now own a Texture magazine subscription and pay through iTunes, it appears that your subscription details automatically carry over to Apple News+. But all such information will be stored on a secure chip inside the user's iPhone, and will not be shared with Apple or with Goldman Sachs.