Apple has unveiled a range of new services, demonstrating a huge shift in direction for the company.
Taking centre stage was the reveal of its much-anticipated video streaming platform, Apple TV+. Launched by the likes of Steven Spielberg, Oprah Winfrey and Jennifer Anniston among others, Apple TV+ will create its own original content, but also host content from other platforms such as HBO.
Despite being renowned for having its services only available on its own devices, Apple TV+ will be available on a whole range of smart TV brands as well as Amazon's Firestick. Netflix, however, will not be available through the service, having already ruled themselves out of a collaboration with Apple.
The subscription price was not revealed but the service is expected to launch in the autumn.
Perhaps most surprising of the reveals was the unveiling of Apple Card, Apple's own credit card. Developed with Goldman Sachs and MasterCard, people will be able to use it via the Apple Pay app or with a physical card.
Announcing the new service, vice president of Apple Pay, Jennifer Bailey, said customers will receive cashback incentives with every purchase and the card will have no late fees, annual fees or international fees.
Among the announcements was Apple News+, a news platform containing over 300 magazine and newspaper titles including Marie Claire, Vogue, New Yorker, Esquire, National Geographic, Rolling Stone, LA Times and Wall Street Journal.
Immediately available in the US and Canada with a Europe launch set for later in the year, Apple News+ will cost $9.99 (£7.50) a month. Apple stressed it would not track what users read, and will not allow advertisers to do so either. Unlike the Apple TV+, Apple News+ will only be available on Apple devices.
The final big announcement was Apple Arcade, a new gaming platform containing 100 exclusive games available from the app store. Just days after Google announced its game streaming platform, Stadia, Apple said its games would be available to play offline, unlike Google's.
Like Apple TV+, no subscription fee was revealed but it will be available in 150 countries from the autumn.