While the presentation was new to Apple, it was familiar to Los Angeles audiences. That was because what they saw was essentially a presentation.
The so-called Upfronts are a decade-old convention in the television business. Networks bring them to Carnegie Hall, Beacon Theater and Radio City Music Hall for Manhattan advertisers. Stars step into the limelight to deal with played jokes. Executives hold rah-rah speeches. Clever cut clips let hope that the new shows are no stinker. Musicians and stand-up comics offer action breaks. Autumn lineups are introduced with much fanfare.
Despite Apple's disruptive effect on the entertainment industry, the company followed an old script on Monday. Mr. Spielberg talked about "Amazing Stories". Ms. Witherspoon and Ms. Aniston promoted their drama "The Morning Show" and took some advice with co-star Steve Carell. Writer, actor, producer and comedian Kumail Nanjiani recorded his anthology show "Little America" about immigrants. "Little Voice".
A partially standing ovation greeted the celebrity that was last saved: Mrs. Winfrey. "There has never been such a moment," she said, reiterating the exaggeration that was prevalent. She talked about two documentary films, one about sexual harassment in the workplace, the other about mental health, and made plans for what sounded like an Apple-enhanced revival of the Oprah Book Club.
Mr. Cook was closer to the show. He walked up and down in front of a black and white group portrait of Mr. Streiber the night before. It was projected behind him, as big as a mural. "They have affected our culture and our society," Cook said of his subjects, whom he praised as "these amazingly passionate and award-winning artists."
The lights went on and the members of the Hollywood group went out. Prominent and sizzle roles were nothing new to them, so they muttered more about the new credit card than anything else. Titanium, with rounded edges and no annoying numbers that could damage the face, is likely to be a status object in Beverly Hills. They also went over the card because the event did not stop their concerns about marketing, the premiere and the cost of the streaming service to consumers.