Apple announced its own TV and movie streaming service on Monday, enlisting such superstars as Oprah Winfrey, Jennifer Aniston and Steven Spielberg to try to overcome its rivals' head start.

Apple didn't disclose the price or the launch date except to say that Apple TV Plus will be available this fall. It will feature Apple's original shows and movies.

Among the upcoming programs on the new Apple service will be Winfrey-created documentaries; a show about TV morning talk shows, starring Aniston, Reese Witherspoon and Steve Carell; and a sci-fi show called "Amazing Stories" from Spielberg.

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