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

For more than a year, the company reportedly has been soaring past its original $1 billion budget to recruit projects from high-profile film and television stars. Apple has nabbed big-name deals with J.J. Abrams, Brie Larson, Jason Momoa, Oprah Winfrey, Reese Witherspoon, M. Night Shyamalan, 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, saying on a conference call in January the company will "have something to say more on that later."