The big guns are out for Apple's new streaming TV Plus service. Steven Spielberg, JJ Abrams, Reese Witherspoon, Damien Chazelle and many more of today's biggest filmmakers introduced Apple Plus at today's launch event touting previously announced Apple series.

Spielberg himself took to the stage to talk up the new streaming platform, announcing his anthology show Amazing Stories that will appear on the service.

Reese Witherspoon and Jennifer Aniston stepped up to intro their new show, The Morning Show, before being joined by co-star Steve Carell. Jason Momoa exploded on stage to talk about his project See, in which the human race collectively loses its sight, followed by Kumail Nanjiani talking about Little America. Then Big Bird joined in.

Apple is reported to be betting a billion dollars on the streaming service in a challenge to rivals Netflix and Amazon. We'll see that money up on the screen when Apple's army of big names -- also including Ron Howard, M. Night Shyamalan and Sofia Coppola -- get involved.

Be sure to check out everything Apple has announced at today's event.