Apple announces a new credit card, arcade and streaming subscription service. USA TODAY

Tim Cook hopes there’s no business like show business.

And with the backing of Hollywood A-listers Oprah Winfrey, Steven Spielberg, Steve Carrell, Reese Witherspoon, Jason Momoa, J.J. Abrams, Sarah Bareilles, Alfre Woodard, Kumail Nanjiani, Jennifer Aniston, even Big Bird – each appeared on the Steve Jobs Theater stage and will do their part to contribute original content – Apple’s CEO on Monday announced Apple TV+, a long-rumored ad-free, on-demand entertainment streaming service.

Apple TV+ will launch in the fall and be part of a revamped Apple TV app.

In broad strokes, the new service would appear to pit Apple’ against the likes of Netflix, Amazon Prime, and Hulu.