Apple's forthcoming video service will include a "surprise technology angle" according to the company's senior vice president Eddy Cue.
Cue didn't reveal much more about the plans during his talk at SXSW. He did say the company is "all in" on entertainment, but are focused on quality, not quantity.
"We don't know anything about making television," he admitted to the audience, but Apple has recruited executives who do have a background within the industry.
Cue was also asked about the speculation Apple could look to acquire the likes of Netflix or Disney. "Both companies are great partners," he said, "but the history of Apple is not making huge acquisitions; that’s because Apple doesn’t want to buy something that already exists at a large scale but something that will be the next thing."
He also discussed Apple's work with augmented reality, telling the audience that the company believes the technology will be "huge and eventually turn into an everyday product for many." He also said that challenges in the early stages have included difficulty with making tools for developers looking to build AR apps and increasing device distribution.