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Apple Streaming TV Service to be Announced in March, But Actual Debut Could be as Late as Fall

Apple Streaming TV Service to be Announced in March, But Actual Debut Could be as Late as Fall

While Apple is expected to preview its rumored streaming television service at a March 25 event, the actual launch of the event may not take place until much later this year.


Apple is going to give the world a first glimpse at its marquee video content at a press event in Cupertino, Calif., at the end of next month, where the iPhone maker is expected to show clips of its original series. However, sources familiar with the company’s plans told Variety that the service may not launch until the summer, or even fall.


Sources familiar with the plans say Apple’s video service will be targeted for a launch in summer or fall rather than the April timing that has been the subject of media speculation. Apple has vowed to its high-caliber producing partners to mount marketing blitzes on behalf of the shows in addition to the service itself. There’s an awareness that stars such as Aniston and Witherspoon do not want to take a back seat to promotion for the video service launch itself.

Apple has over two dozen original television shows in at least pre-production. While it isn’t clear if filming has been started, many of the projects have been cast. The Cupertino firm would definitely want to have plenty of content in the can, ready to stream before launching the service.

The March 25 event is expected to focus on services, including a new Apple News subscription service. The firm isn’t expected to unveil any hardware during the shindig.

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