The company's CEO Tim Cook announced that the platform will debut on November 1 and will cost $4.99/£4.99 a month, but a year's subscription comes free with the purchase of any Apple product, including iPhones, iPads and Macs.
The launch date means Apple TV+ will arrive before Disney+, which makes its debut in the US on November 12.
The November 1 debut will also see the release of nine original programmes, including See, starring Jason Momoa, which dropped its first trailer at the launch event.
Apple TV+ will feature the Jennifer Aniston and Reese Witherspoon-led comedy The Morning Show, which also stars Steve Carell.
Aniston and Witherspoon play breakfast telly rivals pitted against each other by their network bosses when Witherspoon's star reporter Bradley Jackson is brought onto The Morning Show to replace Alex Levy's (Aniston) long-time partner Mitch Kessler (Steve Carell) over #MeToo allegations.
Other series debuting include Dickinson, based on the life of poet Emily Dickinson and starring Hailee Steinfeld, and the reboot of '90s kids TV show Ghostwriter.
There will also be a new series from the creators of Sesame Street titled Helpsters, which follows muppet Cody and "a team of vibrant monsters who love to help solve problems".
Plus, Apple TV+ has signed up TV legend Oprah Winfrey, who will front a new show based on her hugely popular Book Club.
The launch event also saw the unveiling of the iPhone 11, the Apple Watch Series 5 and the seventh-generation iPad.
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