Apple is relied upon to uncover plans for its long-rumored video streaming service on Monday, in an offer to include some additional challenge against current industry giants like Netflix.
The tech company is holding a keynote event at its Steve Jobs Theater in California, where it is required to make the announcement.
Welcomes conveyed to writers in front of the event alluded to the declaration with an "it's show time" message.
While details of the service are yet to be affirmed by Apple itself, Netflix has affirmed it won't be a piece of any deal.
"Apple is a great company," Netflix CEO Reed Hastings said at a press event last week, according to Variety. "We have chosen not to integrate into their services."
The event will be gushed live at 6 pm CET.