Oprah, Tim Cook and the original content: behind the scenes of Apple's Star-Studded TV ad

"We have this unique opportunity to make the most of our way of using and choosing to use our technology and our humanity."

On the day of the event, you enter Apple Park, the campus of the society of 2.8 million square feet located in Cupertino, California, and you're surrounded by fruit trees and movie sound from a sci-fi movie. . Every five feet, a uniformed Apple employee greets you with a broad smile and a "frightfully genuine hello". Walking from the gate to the Steve Jobs Theater, you will probably hear several viewers compare the mood to Disneyland. Other comparisons could be made: Jurbadic Park, the Pentagon and this bad film by Emma Watson The Circle .

On March 25, hundreds of journalists from around the world gathered for the first Apple event in 2019, where Tim Cook took the floor and announced four new Apple services: Apple TV +, Apple Arcade , Apple News + and Apple Card. Five minutes after the start of the two hour presentation, I realized that I should have counted the applause. Tim Cook says the words "Apple News"? Applause. He says that the company's services are designed to protect your personal information in a confidential and secure manner. Even stronger applause. The scene goes black, the audience falls silent and Steven Spielberg magically appears under a projector? Put yourself on your feet, put your hands around your mouth and start having brbad As you can imagine, the energy in the room is contagious – and the enduring enthusiasm is unlike anything I've ever seen. have experimented outside a sports stadium or a Beyonce concert.

Almost an hour after the start of his career, Cook hosted the scene to introduce our nearly 1,000 people to the theater – and millions to listen to you at home – at Apple TV +, the only one in the world. brand foray into the original Netflix entertainment. The on-demand subscription streaming service, however, advertises a little bit differently: your Amazon Prime Video videos, iTunes purchases, Crave content, and cable channels will all be available through a single, seamless iPhone application. , iPad, Apple TV, Mac and smart. TVs and streaming devices. Essentially, everything you watch other than only Netflix will be available on Apple TV. You can browse your catalog of series, movies and live sports without moving from one application to the other. It's like you are surfing a channel, but each channel broadcasts something you want to watch. In addition, you will have access to exclusive programs, films and documentaries from the greatest storytellers in the world. Here is an outline:

The list of artists involved in Apple TV +, photographed by Art Streiber in the Avengers – clbad portrait featured at the top of this article, is long : Oprah Winfrey, Steven Spielberg, Jen Nifer Aniston, Reese Witherspoon, Octavia Spencer, JJ Abrams, Jason Momoa, Night Shyamalan, Chris Evans and Brie Larson, to name a few. For every famous face that spoke on stage, there were three others in the crowd, silent supporters. There also seems to have been an after-the-champagne event, as this Emmy-award-winning video of Witherspoon, Winfrey, Jennifer Garner and Rashida Jones makes fun of their role as "Apple Girls" and their watches. Apple for the camera. I did not invite to participate in this part of the event, but I did look again at excerpts from it on my Apple device.

Here is a brief overview of the Apple TV + moments that excited us the most:

The Morning Show

"In The Morning Show we pull back the curtain on the power dynamics between men and women in the world of big issues of morning news, "explained Witherspoon on stage. "It's a real perspective on the lives of the people who help the United States wake up every day." Some participants after the presentation thought it meant that Apple was producing an early segment of the genre Today Show – They were quickly corrected: the series directed by Kerry Ehrin is a scripted drama that I hopes compare to Parks and Rec and The Office .

See

When Jason Momoa comes on stage, he asks everyone to close their eyes. "Try to think the world this way," he says, as surrounding forest sounds are projected around us, "hear, touch, smell, smell, but not see." This is a proper exercise: See is a post-apocalyptic drama that imagines a world where every survivor is permanently blind. It is written by the creator of Peaky Blinders Steven Knight, directed by The Movies of the Hunger Francis Lawrence and the Stars of Alfre Woodard and Momoa of Luke Cage who seems to have

Little America

Kumail Nanjiani appeared alone on stage to announce the details of his series of anthologies, Little America . Fans at his booth will recognize the story of immigration that he tells: he talks about growing up in Pakistan, immigrating to 18 years old in Iowa, from S & # 39; settle in Chicago and try to understand everyday life. This is what the series will focus on: American immigrants dealing with everyday life. "It's not about telling stories of immigrants. These are human stories featuring immigrants, "said Nanjiani. "When you meet someone and start seeing your struggles in their struggles, your pbadion in theirs, your problems in theirs, they stop being the other." "

Oprah

Oprah, unlike all the other celebrities-backed series, has her own trailer.Because Oprah is not happy: Oprah is a category in itself." was not used, on which Oprah currently works with Apple, but rather words like "inclusion" and "amplified" splashing the stage like "To Build a Home" of The Cinematic Orchestra – the song has this soundtrack apparently moving. TV scenes from this decade were played.

By the time the lights went on and that Oprah was on stage, my eyes were already filled with tears. "There has never been a moment as similar "We have this unique opportunity to do our best to use and choose to use both our technology and our humanity."

Parallel to two documentary projects, one on mental health and the other on workplace harbadment, Oprah announced the launch of "the most stimulating reading club on the planet". It's unclear what it will be, but it looks like the media mogul is questioning authors and making conversations that can be played on Apple devices easier. "I want to reach this privileged place where intuition and perspective, truth and tolerance come together," she said. "I joined the group to serve this moment because the Apple platform allows me to do what I do in a whole new way."

The prices and availability of the Apple TV + video subscription service will be announced later. this autumn.