As expected, Apple officially announced its new original video subscription service, Apple TV+, during today's keynote in the Steve Jobs Theater at Apple Park. Subsequently, users will be awarded access to exclusive original shows, movies and documentaries courtesy of the all-new Apple TV app.

Apple points out that Apple TV+ will offer authentic and compelling programs from some of the world's most celebrated artists, including Oprah Winfrey, Steven Spielberg, Jennifer Aniston, Reese Witherspoon, Octavia Spencer, J.J. Abrams, Jason Momoa, M. Night Shyamalan, Jon M. Chu and more.

Apple's new Apple TV app and Apple TV channels launch in May. The app allows you to watch shows, movies, sports, news and more on iPhone, iPad, Apple TV, Mac, smart TVs and streaming devices. You'll be able to subscribe to services and channels à la carte — ranging from HBO and SHOWTIME to Starz, CBS All Access, Smithsonian Channel, EPIX, Tastemade, Noggin and MTV Hits — all on demand, and tune in on and offline. Customers can also rent iTunes movies and TV shows from within the Apple TV app.

The Apple TV app will personalize itself according to your interests, taking into account history from other apps and services. The Apple TV app will then provide you with suggestions for shows and movies from over 150 streaming apps, including Amazon Prime and Hulu, in addition to paid TV services.

Lastly, you will soon be able to find movies and TV shows currently available for purchase or rent in the iTunes Store, available to stream via the Apple TV app.

The new Apple TV app comes to iPhone, iPad and Apple TV customers in over 100 countries this May, while pricing and availability for the Apple TV+ video subscription service will be announced this fall.