Although Apple lost Steve Jobs who was a master of the product announcement in his signature black turtleneck, it still got stage presence: Namely, Oprah Winfrey, Steven Spielberg and other Hollywood celebrities who pitched Apple’s much anticipated video streaming service Monday in the theater named after the late Apple co-founder.

Apple’s Cupertino, Calif., campus today was something altogether different. Celebrities like J.J. Abrams, Reese Witherspoon, Jennifer Aniston and Steve Carell walked onto Apple’s stage to present paid subscriptions for news, video games and an entertainment service.

Apple made it clear they are not a gadget maker. Weather it’s the music you listen to, the TV you watch or the news you read to the games you play Apple is here to stay.

As CEO Tim Cook put it, Apple is now about “services that deliver incredible content and experiences directly to you whenever and wherever you are.”

The announcement sent Apple’s stock sliding, from a market capitalization of more than $1 trillion (it was the first company ever to cross that milestone) down to below $700 billion earlier this year.

Apple also announced its much-anticipated reunion of Jennifer Aniston and Reese Witherspoon, revealing the first footage from their new TV series Monday.

Actresses appeared at Apple’s special event to introduce The Morning Show as a series that would examine the people and politics of the morning news world.

“Through the prism of those under-slept, over-adrenalized people in front of and behind the camera, we take an honest look at the complex relationships between women and men in the workplace, and we engage in the conversation people are a little too afraid to have unless they’re behind closed doors,” Aniston said.

by Giulia Juliet Belkin
Giulia Juliet Belkin is the founder of Joliegazette, Mama, Techie, Dreamer, Believer, Achiever.