Continuing with its slew of announcements on Monday, Apple has revealed its new original video subscription service: Apple TV+. The company says the service will feature “a brand new slate of programming from the world’s most celebrated creative artists,” ad-free and on demand.

Here’s a note from SVP Eddy Cue:

“We’re honored that the absolute best lineup of storytellers in the world — both in front of and behind the camera — are coming to Apple TV+,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “We’re thrilled to give viewers a sneak peek of Apple TV+ and cannot wait for them to tune in starting this fall. Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet.”