Apple has announced its news and magazine subscription service Apple News+ as well video streaming service Apple TV+ with original shows, Apple Card and Apple Arcade gaming service.

The presentation was supposed to lay out how Apple was going to take on the streaming world, challenge Netflix  and Disney and the  others. Apple TV+ service, which releases later this year, will include premium shows from renowned creators like Steven Speilberg, JJ Abrams, Jason Mamoa, Oprah Winfrey and more. Prices for the service will be announced later.

Meanwhile, Apple Arcade is a paid gaming subscription service, that gives users access to over 100 games exclusive to Apple. The service will be available to consumers this fall in over 150 countries and will work on both mobile and desktop platforms.

Apple Card is the company’s own card that it will offer all of its Apple Pay customers. Benefits include no global transaction fees, real-time daily cashbacks and more.

Apple’s jump into original entertainment signals a fundamental shift in its business as sales of hardware money-makers drop off. Without another category-defining new gadget announced to the public, Apple is looking to rely more on selling subscriptions and services like video, music and hardware insurance.

Throughout their presentation, Apple executives stressed privacy protections for consumers as they shop and consume content across a range of Apple phones, iPads or other hardware. They also emphasized content that would appeal to young audiences, potentially setting the stage for a rivalry with Walt Disney Co.