Tech giant Apple used its black hole-like pull to corral Hollywood's elite to its launch event for a host of new services.
While an Apple launch is usually greeted with a mix of breathless anticipation and must-have demand from its many fans, this event was more appearance over substance.
The presence of Steven Spielberg and Oprah Winfrey at any event makes news but Apple's flag waving for its new streaming service along with a host of subscription-based content felt late-to-the-game, the exact opposite of how Apple has built its brand.
Likewise the move into credit cards, with Apple Card. It may well be a way of juicing its Apple Pay service, but usury has never been an industry that is feted or desired and with its launch Apple has shown its hand.
Apple is playing the long-game positioning itself to be dominant in the contactless, cashless society and sees a traditional revenue stream helping to cushion the drop in iPhone sales.
