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Apple Touts Its New Streaming Service With a 5-Minute Deluge of Brilliant Talent

Anybody here heard of Steven Spielberg?

Just in case there was the slightest bit of lingering doubt about whether Apple TV+ plans to be a major force in the streaming content market, the tech giant has trumpeted the fall arrival of its new subscription service with a dazzling five-minute ad, that who’ll contribute to the platform’s programming—including the highest grossing director in history.

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Other filmmakers like Ron Howard, M. Night Shyamalan, Sofia Coppola, Damien Chazelle, and J.J. Abrams join Spielberg, and actors like Octavia Spencer, Reese Witherspoon, Jennifer Aniston and Hailee Steinfeld in talking about what goes into their work. And while successful people waxing on about the creative process and the importance of stories isn’t the freshest format in the world, the passion and insights the interviewee’s bring to the subject, coupled with their impressive credentials—not to mention deft camera work and a hefty dose of dramatic music—keep it surprisingly engaging throughout.

Highlights include the heavyweights discussing the anxieties that persist even in well-established careers, and nods to collaboration woven in without being overbearing. Humility that could easily come across as feigned seems decidedly more genuine, and some of the best moments include Abrams expressing awe at those instances when the proverbial stars—the sunlight, the passing birds—align for the perfect shot. “There are moments where you’re like, it’s impossible,” he says breathlessly.

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