Without another category-defining new gadget announced to the public, Apple is looking to rely more on selling subscriptions and services such as video, music and hardware insurance.
There where a lot of big names on podium, Steven Spielberg, actors Reese Witherspoon, Jennifer Aniston, Steve Carell ( The Office ) and Oprah Winfrey entered the stage to officially announce their collaboration with Apple.
Industry analyst Colin Gillis of Chatham Road Partners said Apple TV+ is "not going to be a Netflix killer", while Martin Garner of CCS Insights said the service so far lacks "the full range and diversity of content available through Netflix, Amazon and others".
Meanwhile, the all-new Apple TV app and Apple TV channels will be released in May 2019.
Dortmund want Chelsea FC starlet to replace Jadon Sancho
Wembley will host the semi-finals and final of that tournament, while England will also play their group games on home soil should they qualify.
It looks like Apple is banking heavily on exclusivity for Arcade, with the games not being available on any other mobile platform or in any other subscription service.
Meanwhile, in the United Kingdom, traditional broadcasters are stepping up their efforts, with the BBC and ITV announcing plans to collaborate on a joint subscription-based streaming service called BritBox, featuring new commissions, recent shows and old British favourites.
"Free games, supported by advertising or in-app purchases, are enjoyed by hundreds of millions of players around the world", Apple said in a statement to Junkee. 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. More companies are set to launch services this year - including Disney and AT&T, which owns Time Warner. Heading to the site now will show a teaser for the "Apple Special Event" and the time that it starts, though it still gives no indication of what might be revealed.
There will also be some added curation for grow-ups, with the Apple TV app suggesting new shows based on existing viewing behavior. Apple showed off a backdrop full of creators now making exclusives for Apple TV Plus. The Wallet app will allow users to track their transactions, what categories they are spending in and see the location they spent money using Apple Maps. The most important detail of Apple TV+ service was absent during today's event, and yes, we are talking about the price of it. That means you can stop playing on one and pick up on another. 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.