Oprah was there. So were Steven Spielberg and Reese Witherspoon. The stars showed up in force at Monday's presentation of Apple TV+ in Cupertino, but what did consumers learn about the nuts and bolts of Apple's new TV service? Not a lot, other than the name, and that it launches this fall. With no sizzle reel, we don't know about content, other than who's involved, nor do we know launch dates or cost. What we do know is that Apple is clearly trying to compete with other cable companies like Comcast and AT&T by making channels like HBO and Showtime and Starz available for purchase via Apple TV+.