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

For more than a year, the company has been deploying 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. 

But Apple has been virtually silent about its ultimate plan for all this programming. CEO Tim Cook has made vague hints, stoking theories about what the company has in store. Cook teased Apple's slate of original programs on a conference call in January, but he didn't offer any specifics.