https://www.cnet.com/news/apple-streaming-tv-service-release-date-price-shows-to-expect-march-25-hbo/

An all-black email Monday featured an animation of the classic, flickering countdown numbers of film leader, ending with Apple's logo and "It's show time" in white. Underneath, the company included a simple invitation to join Apple for a "special event" in its Steve Jobs Theater. 

For more than a year, the company has used a $1 billion budget to recruit projects from high-profile film and television stars. Apple has nabbed big-name deals with Oprah Winfrey, Reese Witherspoon, M. Night Shyamalan and Steven Spielberg, among many others. The company also hired two top television executives to spearhead the effort.