Apple wants to take a bite out of the growing TV streaming market with its new Apple TV+ service.

This online content will rival Amazon Prime and Netflix with exclusive shows, movies and documentaries from some of the world’s biggest directors and Hollywood stars.

Apple TV+ was announced at the firm’s March keynote in Cupertino with Steven Speilberg, J.J. Abrams, Jennifer Anniston, Reese Witherspoon, Steve Carell and Oprah Winfrey all taking to the stage to reveal their new shows.

More will be announced later in the year when Apple officially reveals the new service in over 100 countries.

Although full details remain under wraps, the US technology giant has confirmed that subscribers will enjoy inspiring and authentic stories with emotional depth and compelling characters from all walks of life, ad-free and on demand.

Although there’s still plenty to be announced we do know that Apple TV+ will be available via the new Apple TV App.

There’s no word on price but expect all to be revealed in the coming months.

Speaking about the service, Eddy Cue, Apple’s senior vice president of Internet Software and Services, said: “We’re honored that the absolute best lineup of storytellers in the world — both in front of and behind the camera — are coming to Apple TV+.

“We’re thrilled to give viewers a sneak peek of Apple TV+ and cannot wait for them to tune in starting this fall. Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet.”

Along with the Apple TV+ service, the US firm debuted the all-new Apple TV app and Apple TV channels coming in May 2019.

The all-new Apple TV app brings together the different ways to discover and watch shows, movies, sports, news and more in one app across iPhone, iPad, Apple TV, Mac, smart TVs and streaming devices.

Users can subscribe to and watch new Apple TV channels — paying for only services they want — all on demand, available on and offline, with incredible picture quality and sound; enjoy sports, news and network TV from cable and satellite providers as well as purchase or rent iTunes movies and TV shows all within the new, personalized Apple TV app.

Beginning in May, customers can subscribe to Apple TV channels à la carte and watch them in the Apple TV app, with no additional apps, accounts or passwords required.

Apple TV+ wasn’t the only new service revealed at the keynote with Apple also announcing a new News+ subscription plan which offers users over 300 magazine titles for $9.99 per month.

A payment service called Apple Card was also unveiled which will bring an easier way to keep track of your spending and Apple is launching something called Apple Arcade.

Apple Arcade represents a new way for users to access the swathe of games present on the firm’s App Store.

The service does not require any streaming, instead it serves as a way to install myriad titles that can be played with and without an internet connection.

Apple claims Arcade will launch with a roster of “over 100 new and exclusive games” and cited creators like Hironobu Sakaguchi, Ken Wong, Will Wright as being headline acts.

The service appears determined to provide users with more incentive to try new and experimental titles on the App Store.