Apple Unveils A.I. Features, Touts Original Films And Series Ahead Of 5th Anniversary of Apple TV+

Apple kicked off its worldwide developer conference (WWDC) Monday with a plug for Apple TV+, which will hit its fifth anniversary on November 1.

“Before we get into our platforms, let’s talk about Apple TV+,” CEO Tim Cook said. While a crowd had gathered to watch the presentation live, segments featuring Cook and a couple dozen other Apple employees and execs were pre-taped on the company’s Cupertino, CA campus. Cook was shown standing on the solar panels on the roof of headquarters.

As a sizzle reel of upcoming films and series played, Cook noted, “We’re about to launch our most exciting lineup yet, with amazing new originals arriving every week.” (Watch the full reel below.)

Clips from new seasons of shows like Severance, Pachinko, Slow Horses and Silo appeared next to clips for new series Presumed Innocent and Dark Matter. Films featured in the reel included the Greg Berlanti-directed Fly Me to the Moon, which stars Scarlett Johanssen, Channing Tatum and Woody Harrelson, and Brad Pitt-George Clooney teaming Wolfs.

The tech giant, which has lagged many of its peers in the pursuit of artificial intelligence, introduced a set of A.I. features for its devices and cloud services. Siri, the personal voice assistant introduced 13 years ago, is getting a significant upgrade, including enhanced communications methods in both voice and text.

Apple made a raft of other product announcements, including a new version of its operating system for Vision Pro, its “spatial computing” headset announced at the same event in 2023.

This post will be updated with additional details from the presentation, which is continuing.

Here is the Apple TV+ sizzle reel: