Apple Unveils AI Features, Touts Original Films And Series Ahead Of 5th Anniversary of Apple TV+

Before announcing its long-anticipated entry into artificial intelligence, Apple kicked off its worldwide developer conference (WWDC) Monday with a plug for Apple TV+, whose fifth anniversary is November 1.

“Before we get into our platforms, let’s talk about Apple TV+,” CEO Tim Cook said. While a crowd had gathered to watch the presentation live, segments featuring Cook and a couple dozen other Apple employees and execs were pre-taped on the company’s Cupertino, CA campus. Cook was shown standing on the solar panels on the roof of headquarters.

More from Deadline

As a sizzle reel of upcoming films and series played, Cook noted, “We’re about to launch our most exciting lineup yet, with amazing new originals arriving every week.” (Watch the full reel below.)

Clips from new seasons of shows like Severance, Pachinko, Slow Horses and Silo appeared next to clips for new series Presumed Innocent and Dark Matter. Films featured in the reel included the Greg Berlanti-directed Fly Me to the Moon, which stars Scarlett Johanssen, Channing Tatum and Woody Harrelson, and Brad Pitt-George Clooney teaming Wolfs.

The tech giant, which has lagged many of its peers in the pursuit of A.I., introduced a set of A.I. features for its devices and cloud services under the umbrella of Apple Intelligence. Siri, the personal voice assistant introduced 13 years ago, is getting a significant upgrade as part of the effort.

Privacy has been one concern that contributed to Apple’s deliberations about AI. Protecting user data was a major theme as the company rolled out the new capabilities. “You should not have to hand over all the details of your life to be warehoused and analyzed in someone’s AI cloud,” said Craig Federighi, SVP of Software Engineering at Apple. “With Apple Intelligence, powerful intelligence goes hand in hand with powerful privacy.”

Apple also said it has set a partnership with ChatGPT creator OpenAI aimed at providing more context and broader knowledge to users of Apple devices. Later this year, users will be able to access ChatGPT via iOS 18, iPadOS 18 and MacOS Sequoia. OpenAI CEO Sam Altman was on hand in Cupertino for the announcement.

There was plenty of other product news, including a new version of the operating system for Vision Pro, the ultra-high-end “spatial computing” headset unveiled at the same event in 2023.

This post will be updated with additional details from the presentation, which is continuing.

Here is the Apple TV+ sizzle reel:

Best of Deadline

Sign up for Deadline's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.