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Giving people a way to play more games on their Mac without having to install Windows would probably be welcomed by many of Apple's customers.

The unveiling will take place on September 12 at the Steve Jobs Theater on the Apple Park premises in Cupertino. Oprah Winfrey, Jennifer Aniston, Steven Spielberg, Reese Witherspoon, Jennifer Garner and J.J. Abrams are some of these names.

The company is expected to unveil its plans for a reimagined Apple TV app that will be home to a streaming service with original content of exclusive TV shows and movies.

The company is going to face major competition from established players such as Hulu, Netflix and Amazon Prime Video.

The big tech war for viewers ignited a consolidation wave among traditional media companies preparing to join the fray.

There has been plenty of speculation that Apple may be launching a news subscription and an entertainment streaming service. It dominates the market for many years.

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The reported noted that the new game subscription service will focus on popular titles such as Minecraft, NBA 2K games, and Grand Theft Auto series. The latest report on Apple's plans for its App Store and a subscription model for games comes from Bloomberg and suggests that Apple is indeed working on a "premium games subscription" feature and is actively discussing it with "potential partners".

The services, on the other side, have grown, with revenue touching $11 billion in the holiday quarter, 19% up from the previous year.

Apple's TV push has been cloaked in mystery. It could. It will just come down to what Apple can offer, how much the monthly fee will be (especially if Apple is planning on bundling all of these services together), and how the library of content will be rotated.

In addition to pricing details at the event, Apple is said to tease bits and pieces of footage from the original shows for which it's already spent $1 billion and tapped a number of notable Hollywood stars.

"This is a pivotal shift for Apple and in our opinion, the biggest strategic move since the iPhone was unveiled in 2007", he said.

The company recently announced an iTunes Movies and TV app for Samsung televisions that could perhaps soon be expanding to other non-Apple devices. Apple has worked to make it easier to watch the shows on traditional television from manufacturers such as Sony Corp, VIZIO Inc, LG Electronics Inc and Samsung Electronics Co Ltd.