Apple has a major reveal slated for Monday.
It’s not a new iPhone or iPad. The tech giant is expected to unveil a new streaming service that will put Apple in competition with the likes of Netflix and Amazon.
The company teased the announcement saying “It’s Showtime” on the official invite to the event.
Apple may even call on celebrity star power to help launch what is expected to be a new streaming television service.
Montecito’s Oprah Winfrey, Steven Spielberg, Jennifer Aniston, and Reese Witherspoon are among the Hollywood talents already working on program content for Apple.
The new video service is expected to have original TV and movies that reportedly cost Apple more than $1 billion.
The company is also expected to launch a news subscription service.
Apple is entering a territory where Netflix dominates, and a growing number of rivals have created subscription fatigue for some consumers.
However, industry observers expect Apple’s financial clout and platform of services will make it competitive.
The unveiling comes as sales of the iPhone have started to decline.