Apple invites Hollywood to Silicon Valley in television push

Cupertino: Apple Inc is expected to lift the curtain on Monday on a secretive, years-long effort to build a television and movie offering designed to compete with big media companies and boost digital services revenue as sales of its iPhone taper.

Hundreds of reporters and analysts waited early on Monday to enter the glass-enclosed Steve Jobs Theater at Apple’s Cupertino, California headquarters in overcast weather as green-clad Apple employees stood watch.

By highlighting services that run on its 1.4 billion consumer devices, rather than the devices themselves, Apple’s strategy change is a momentous shift in emphasis under Chief Executive Tim Cook, who succeeded the late Steve Jobs in 2011.