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

Top Rated Comments

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20 months ago
Dear Apple, please go back to announcing things only when they are ready to roll out.
Score: 46 Votes (Like | Disagree)
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20 months ago
You've just announced the announcement of an announcement.
Score: 25 Votes (Like | Disagree)
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20 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)
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20 months ago
I miss when Apple announcements meant things were available same day, or at most same week.
Score: 20 Votes (Like | Disagree)
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20 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
20 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)

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