Tim Cook unveils Apple TV Plus with original shows

[APPLAUSE] The new features of the Apple TV app look really great. But we have even more to contribute to the TV experience. Apple has always tried to make the world a better place. And we believe deeply in the power of creativity. [BLANK_AUDIO] Our products help people express their creativity, and to tell their stories. Because great stories can change the world. Great stories can move us, and inspire us. They can surprise us, and challenge our assumptions. We feel we can contribute something important to our culture and to society through great story telling. So we partnered with the most thoughtful, accomplished, and award winning group of creative visionaries who have ever come together in one place, To create a new surface, unlike anything that has been done before. [MUSIC] [APPLAUSE] Apple TV plus. Well I may help you find your opening, well I will do this, I refer to the black screen. And I'll put a little speck of light in the center of the black screen. And I have the light grow in intensity. And then like the Big Bang, it explodes. [MUSIC] Life often makes no sense. There's something about stories that gives a sense of order and purpose to the world, and allows us to live other lives than the life we're living. [MUSIC] The best ideas that I've had have come to me when I have least expected them. They're always intruders. Intruders, but they're welcome intruders. Once you get an idea in your head. It just keeps nagging at you until you exprese it. That's the feeling of the idea. It just becomes irrational. There's a woman sitting in a car, in a field. Now, I need to know. Don't know why she is sitting there. I begin to believe that there's something of myself that I can share with an audience. If I'm thrilled, that's a good sign. If I'm laughing, that's a good beginning. It's the spark, it's the living with the thing. It's. It's the outline, whatever. I found writing to be the hardest part. Writing and rewriting for months or years. She dies, no she lives, he dies. The first draft, the second draft, the third draft, the fourth draft, the fifth draft, the sixth draft, da-da-da-yada-yada-yada-yada. Then you begin to build the colloboration that will help you go on that. In that voyage. You've got to find the cast of your dreams. For every character that I decided to do I envision memories for them. I create the dimensions of who this woman is. Imagine if you were this person. Imagine if you lived in the world. You have to think about the environment that the story exist in and how are you gonna create that environment. What's the look gonna be? What's the tone, what's the palette? And how is it gonna work, the costumes, the props, the set design? Little by little, the elements start to come together and build on each other. It's electric and amazing, things becoming alive. You walk onto the set and you smell this amazing aroma of sawdust, wood, and plaster. It just sort of disappeared into this fantasy world. So then you have to think well, how are we going to shoot this thing? Because you're not gonna shoot a movie chronologically so you're often starting the movie shooting the most dramatic, most painful, most agonizing scene first. My anxiety often starts at about three o'clock in the morning. The wheels Sometimes there there is a excitement and a dream. You definately go in with a very very concrete sence of what yo are in for, then you have to be weary to throw it away. Nothing I'm doing is good, nothing ias working. The Shark goes up and. And it's not right. That's torture. It's not a big deal when it's just you and a pad of paper, but when it's countles numbers of talented people who are all waiting around, and the sun is going away. We are under so much Time pressure, and you're kind of holding your breath. Tick, tick, tick, tick, tick, tick, tick. The pressure is on, and it's horrifying. Fear is good. At least for me, it's good. The fear of failure is a kind of [UNKNOWN] that keeps me wanting to stand on the edge of the abyss, but at the same. It's all falling apart. There those moments when the actor is sitting there and she's doing the thing. The thing that inspired you months, sometimes years earlier. Everyone is quiet. And the crew is just focused. And everyone has done their job to get you to this moment. Somehow, everything is in sync. There's truth pumping through your veins and into the story that you're telling. There is no greater moment than that when you feel that you are really cruising and you're one organism telling one story. And you're all telling it. With each other's contributions, nobody's telling it alone. The Sun is the perfect place, the birds go right where you can. There are moments when you're like it's impossible. [MUSIC] Finally, you view back to the project, and then it goes out into the world and you hope that all of the These decisions that you're part of, that you collaborated on, it will move people and touch people in a way that it seems like it was inevitable. Nothing works if the themes don't connect with the audience. They have to. Sharing stories with one another makes us feel less alone. [MUSIC] Everyone deserves to have their story be told. That's what makes it special, it's a tapestry of we are as human beings. To become involved in someone else's life, that's the idea of what a story should be. A story should make you forget your surroundings Should make you forget your agenda, your day, and hopefully makes you forget yourself. [MUSIC] [APPLAUSE]