Apple unveils TV+ video streaming service to rival Netflix and Amazon

Apple has officially declared war on Netflix and Amazon Video.

As expected, the iPhone maker announced a new video streaming service called Apple TV+ on Monday during a special event held at the Steve Jobs Theater at Apple Park. Apple TV+ looks to compete directly with popular video streaming services such as Netflix and Amazon Prime Video.

Apple TV+ includes original programming from well-known entertainment talent including Jennifer Aniston and Reese Witherspoon (The Morning Show), Kumail Nanjiani (Little America), and Steve Spielberg.

In addition to Apple TV+, Apple also announced a redesigned TV app with a new Apple Channels section for iOS. The new TV app, available this May, will also launch for Mac, select smart TVs (Samsung, LG, Sony, and Vizo) and — surprise, surprise — Roku, and Amazon Fire TV devices.

The new Apple Channels section within the Apple TV app will let customers pick and choose the third-party content they want to subscribe to. Partners include Starz, HBO, and ShowTime, to name a few. Netflix, unfortunately, is not one of the partners.

To accommodate the new Apple Channels, Apple redesigned the TV app with a new interfaces that puts content front and center.

Everything you’re watching is in the “Up Next” section  and there’s a new “For You” section that uses machine learning to recommend personalized content.

Third-party content opens up right inside of the TV app — no more exiting it to hop into another one.

The subscription-based video service is yet another piece in Apple’s new strategy to push into the lucrative world of services as iPhones sales slow down. In addition to Apple TV+, Apple also announced a new subscription-based Apple News+ service.

This story is developing…