It’s show time! Apple confirms March 25 event at Steve Jobs Theater


Apple Show time event
Apple is expected to launch a number of new services this spring.
Photo: Apple

Apple will hold its next special event on Monday, March 25, in the Steve Jobs Theater in Cupertino.

The “It’s show time” event is expected to bring a number of new services, including new TV content and a paid Apple News service. Fans have been eagerly anticipating confirmation of Apple’s next keynote, with rumors surrounding new subscription services circulating. The tagline for this one suggests it will focus on Apple’s upcoming video service, with hardware taking a backseat.

What to expect from Apple’s March 25 event

The star of the show (no pun intended) could be Apple’s new TV service. It could serve as a coming out party for the company’s competitor to the likes of Netflix and Amazon Prime Video, and it could finally make Apple TV more than just a “hobby.”

We know Apple pumped $1 billion into original content for the long-rumored video service. However, details about what Apple TV might look like remain totally unknown.

“We don’t have any information,” Day Rayburn, a streaming media analyst with Frost & Sullivan, told Wired. “We don’t know the price point or the business model. Now we’re going to finally figure out what the hell Apple’s doing.”

Apple’s video service

Apple pushed dozens of its own shows into development in the past couple of years, featuring big stars like Jennifer Aniston, Reece Witherspoon, Steve Carell and Jennifer Garner — all of whom reportedly have been invited to the event. Hollywood heavy hitters like J.J. Abrams, Oprah Winfrey and Steven Spielberg also signed on to help bring Apple’s original content plans to fruition.

In addition, Apple has been negotiating with third-party content providers like HBO and Showtime, according to recent reports. The company is expected to offer subscription add-ons that will allow fans to purchase Showtime access through Apple’s TV app.

Apple’s own shows are far from finished, however, so fans may have to wait longer for those. Reuters suggests the TV service could get its own event in April instead, but there’s more to look forward to on March 25.

News and magazines

Apple has been developing a paid news service that’s expected to offer access to premium content from the likes of The New York Times and The Wall Street Journal for around $9.99 a month.

The initial list of supported services may be slim. Recent rumors indicate Apple continues to negotiate deals with news providers, with some unwilling to agree to Cupertino’s 50 percent revenue cut. However, the service likely will expand quickly if it proves a hit with readers.

Alongside news, Apple reportedly will offer a new subscription magazine service. It will likely be based on Texture, the magazine service Apple acquired last year and could also cost $9.99 a month. It’s unclear if Apple will offer a news and magazines bundle at a discounted rate.

Apple could release the final version of iOS 12.2, complete with these services baked in, right after the event. (iOS 12.2 is currently in beta.)

No hardware?

Fans have been hoping for new Apple hardware this spring. A new iPad mini, a refreshed iPad with a larger screen, an all-new iPod touch and updated AirPods are all in the pipeline, according to the rumor mill.

We’re still waiting for an AirPower launch date, too.

But don’t get your hopes up. It is widely believed Apple will leave hardware out of its March 25 event to make services the priority. The company could surprise us. However, don’t be too disappointed if Tim Cook makes us wait a little longer for physical products.

Tune in on March 25

Apple will live-stream its March 25 event, which kicks off at 10 a.m. Pacific. You’ll be able to tune in on the Apple website and through its official Events app on Apple TV.

It will be the first Apple event in the Steve Jobs Theater that isn’t a flagship iPhone launch.


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