The way we watch movies has definitely changed in the past five years. Thanks to advances in technology and changes in our culture, we are no longer limited in how and where we can see our movies or whether the studio is rooted in Hollywood. Despite some pushback from the Academy, online streaming services like Hulu and Netflix are releasing their own original features that compete directly with movies produced by major studios.

Now, according to Screen Rant, Apple is getting in on the film business with the help of their latest creation Apple TV+, a streaming service that will launch later this fall. It costs $5 a month and offer access to shows like For All Mankind, The Morning Show, Truth Be Told, amongst many others. Apple TV+ will also be releasing original movies including On the Rocks, which was directed by Sofia Coppola, and The Banker starring Samuel L. Jackson.

However, Apple has announced their plans to release their movies in theaters before putting them on their streaming service, a release strategy similar to the one used by Amazon. Presumably Apple is going to put their movies in theaters not just to make money, but to get people to start taking them seriously. Even though streaming services are extremely popular, theaters still have an air of prestige to them that streaming has yet to acquire.