Apple to Announce TV Service at March 25 Event, But Launch is Months Off

While Apple is planning to preview its rumored streaming TV service at an event that's set to be held on March 25, a launch may not happen for several months.

According to sources that spoke to Variety, Apple will announce the service in March, but it may not be available to customers until the summer, or as late as fall.

Sources familiar with the plans say Apple's video service will be targeted for a launch in summer or fall rather than the April timing that has been the subject of media speculation. Apple has vowed to its high-caliber producing partners to mount marketing blitzes on behalf of the shows in addition to the service itself.

Apple has more than two dozen original television shows in the works, many of which have already been cast. It's not clear if filming has started, but holding the launch of the service until at least some of the shows are available would make sense.

Apple has not yet announced its March 25 event, but multiple rumors from well-respected sites have indicated that's the date when it will be held.

The March 25 event will be focused on services, and Apple is not expected to debut new hardware even though there are multiple rumors of products getting a spring refresh.

We could instead see devices like the AirPower, iPad mini 5, new AirPods, a seventh-generation iPad, and a seventh-generation iPod touch announced via press release given that these are all minor updates.

Major stars that include Jennifer Aniston, Reese Witherspoon, and Steve Carell, all of whom have roles in Apple shows, have been invited to attend the March event, which will also include an announcement of a new Apple News service.

Variety's sources caution that specific plans for the event and how the video service will be introduced may be "in flux until the minutes Cook steps on the stage."

Related Roundups: Apple TV, tvOS 14
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

(View all)
Avatar
21 months ago
Dear Apple, please go back to announcing things only when they are ready to roll out.
Score: 46 Votes (Like | Disagree)
Avatar
21 months ago
You've just announced the announcement of an announcement.
Score: 25 Votes (Like | Disagree)
Avatar
21 months ago
Just peachy. Another "we're going to deliver this amazing new product... sometime in the indefinite future" announcement.
Score: 24 Votes (Like | Disagree)
Avatar
21 months ago
I miss when Apple announcements meant things were available same day, or at most same week.
Score: 20 Votes (Like | Disagree)
Avatar
21 months ago
I still wonder if those two'll ever become aware they're in a MacRumors article…



We could instead see devices like the AirPower, iPad mini 5, new AirPods, a seventh-generation iPad, and a seventh-generation iPod touch announced via press release given that these are all minor updates.

I definitely prefer them to yet another TV streaming service.
Score: 14 Votes (Like | Disagree)
Avatar
21 months ago
I miss the days when Apple (Steve, actually) would announce something and then say "It is available today.". People would go wild in the audience. I learned to do something like that at work and the reaction is always really positive.
Score: 10 Votes (Like | Disagree)

Top Stories

'iPhone 12 mini' Name Reappears in Leaked Apple iPhone 12 Case Stickers

Friday September 25, 2020 1:58 am PDT by
Earlier this week a proven leaker claimed that the iPhone 12 lineup would be named "iPhone 12 mini," "iPhone 12," "iPhone 12 Pro," and "iPhone 12 Pro Max," and today the same nomenclature has appeared again in a photo depicting alleged stickers from unreleased Silicone iPhone cases originating from Apple's international distribution center in Ireland. The photo shows three stickers with the...

New Images Leak of iPhone 12 Braided USB-C to Lightning Cable

Thursday September 24, 2020 2:37 am PDT by
Rumors suggest Apple's upcoming iPhone 12 models will ship with a new Lightning to USB-C cable that includes a braided fabric design. Images of the purported cables were leaked in July, and today leaker Mr White has shared new images that give us a closer look at what we might get included in the iPhone 12 box. The photos show a USB-C to Lightning cable with a clearly braided design rather...

New Version of Microsoft Office Coming Next Year That Won't Require a Subscription

Thursday September 24, 2020 1:53 am PDT by
Microsoft will next year offer a new perpetual release of Microsoft Office for Mac and Windows that doesn't require a subscription to use, according to the software giant (via Windows Central). "Microsoft Office will also see a new perpetual release for both Windows and Mac, in the second half of 2021," said Microsoft in a blog post announcing the next version of its Exchange server,...

Apple Releases iOS 14.0.1 With Fix for Bug That Resets Default Apps After Rebooting

Thursday September 24, 2020 10:12 am PDT by
Apple today released iOS 14.0.1, the first update to the iOS 14 operating system that was released on September 16. Today's update is a bug fix update addressing issues that weren't able to be fixed in the initial iOS 14 launch. The iOS 14.0.1 update is available on all eligible devices over-the-air in the Settings app. To access the new software, go to Settings > General > Software Update. ...

Apple's iPhone 12 Event Could Happen on October 13 Based on Rumors From Mobile Operators

Wednesday September 23, 2020 11:51 am PDT by
Apple's upcoming iPhone-centric event could perhaps be held on Tuesday, October 13, according to information shared with MacRumors by an employee at a UK cellular carrier. There's no way for us to confirm the dates at this point in time nor are we sure on the credibility of the source, but even without a rumor, Tuesday, October 13 is a good guess based on Apple's historic launch timelines, ...

Apple Releases macOS Catalina 10.15.7 With Fixes for WiFi Bug, 27-Inch iMac Graphics Issues

Thursday September 24, 2020 10:32 am PDT by
Apple today released macOS Catalina 10.15.7, the latest update to the macOS Catalina software. macOS Catalina 10.15.7 fixes several major bugs that Mac users have been experiencing, and it comes a month after the latest macOS Catalina release. The ‌‌‌macOS Catalina‌‌‌ 10.15.6 Supplemental Update can be downloaded from the Mac App Store using the Update feature in the System...

Apple Designs Custom Face Mask for Corporate and Retail Employees [Updated with Unboxing]

Wednesday September 9, 2020 11:13 am PDT by
Apple's design team has created a new kind of protective mask that's being distributed to retail and corporate employees, reports Bloomberg. The mask is called the Apple Face Mask and it was developed in-house in Cupertino by the Engineering and Industrial Design teams at Apple. Last week, an Apple employee sent MacRumors an image of the mask design, which can be seen up above. The Apple ...

Video Offers Closer Look at Apple Face Mask

Friday September 25, 2020 5:25 am PDT by
YouTube channel Unbox Therapy has today shared a new video giving a closer look at Apple's reusable face masks for corporate and retail employees. Apple's own face mask was designed by the company's Engineering and Industrial Design teams amid the global health crisis for corporate and retail employees, and the boxes include Apple's famous "Designed by Apple in California" text. The...

Top Stories: iOS 14 Feature Tour, 'iPhone 12 mini' Rumors, Apple Watch Band Controversy

Saturday September 26, 2020 6:00 am PDT by
Things started to calm down a bit this week following last week's rush of media event, Apple Watch and iPad launches, and the release of iOS 14 and other operating updates. But that doesn't mean there wasn't still a lot of news, from digging deeper into iOS 14 to more iPhone 12 rumors to the uproar over trying to exchange band sizes on the new Apple Watch. On top of all of that, we heard...

Interest in iOS 14 Home Screen Ideas Helps Pinterest Break Daily Download Record

Wednesday September 23, 2020 4:37 am PDT by
Apple's introduction of widgets on the Home Screen in iOS 14 has driven a surge in interest among users looking to customize their iPhone, and that has reportedly had a knock-on effect for Pinterest, whose iOS app has seen record downloads as users flock to its content seeking design inspiration. As reported by TechCrunch, App Store intelligence firm Apptopia was first to note the impact of ...