Apple TV Plus: Streaming service launched with original shows, along with gaming site Apple Arcade
A one year free trial of Apple TV+ will be offered to anyone who buys a new iPhone, iPad, Apple TV, Mac or iPod Touch
Apple TV+ will feature original content that will be updated each month and will cost $4.99 per month – making it cheaper than Netflix.
Speaking at an event in Cupertino, California, Mr Cook said the platform will be available in more than 100 countries.
First announced earlier this year, Apple TV+ includes programmes featuring and made by the likes of Reese Witherspoon, Jennifer Aniston and Steven Spielberg.
Original shows will include See, a drama set 600 years in the future about a decimated human population left blind by a virus, and The Morning Show, which explores the world of morning news.
Apple said trailers for the shows had already been viewed more than 100 million times.
“With Apple TV+, we are presenting all-original stories from the best, brightest and most creative minds, and we know viewers will find their new favourite show or movie on our service,” said Zack Van Amburg, Apple’s head of Worldwide Video.
“Each Apple TV+ original offers its own unique story, fresh perspective and powerful message - all meant to entertain, connect and inspire cultural conversations.”
At the live event, Apple also confirmed its new subscription-based gaming service, Apple Arcade, will launch on September 19.
Apple Arcade will also cost 4.99 dollars a month and will include more than 100 exclusive games at launch, Apple said.
Mr Cook said it was “a gaming service unlike any other out there”.
Also unveiled at the event were three new iPhones: The iPhone 11, the iPhone 11 Pro, and the iPhone 11 Pro Max.
Any customers who purchase a new iPhone, iPad, Apple TV, Mac or iPod touch starting 10 September will automatically receive one year of Apple TV+ for free.
Additional reporting from agencies