Apple TV Plus will be available for $4.99 per month, Cook announced.
\"We're excited to tell you that the first shows will be available on Nov. 1 and we'll be adding more originals every month,\" he said.
When you buy an Apple device, such as an iPad or iPhone, one year of Apple TV Plus will be included for free.
Cook introduced Greg Joswiak, Apple's vice president of worldwide iPod, iPhone, and iOS product marketing, to discuss the newest iPad.
![\"PHOTO:](\"http://a.abcnews.com/images/Technology/apple-6-rt-er-190910_hpEmbed_3x2_384.jpg\")
Stephen Lam/Reuters
PHOTO: Greg Joswiak, Apple's vice president of Product Marketing, speaks in front of an iPad at an Apple event at their headquarters in Cupertino, Calif., Sept. 10, 2019.
The new 7th generation iPad looks a lot like the previous generation, but has a larger 10.2-inch retina display and will \"take full advantage of iPadOS.\"
Joswiak demonstrated new ways to use photo and video editing as well as Apple pencil capabilities.
The latest ipad is made with 100% aluminum and pricing starts at just $329.
Apple also announced that it will reopen its 5th Avenue flagship store in New York City which has been doubled in size and now has an expanded public plaza.
The event was trending on before it even began, with tech fans hypothesizing about potential iPhone 11 news.
Cook shared a photo outside the theater of the calm before the storm on Twitter with the hashtag shot on iPhone.
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