Apple Inc. manager Tim Cook makes that big appearance at the Steve Jobs Theater in Silicon Valley on Monday. Furthermore, he will introduce another era for the world’s biggest innovation organization.

The CEO will reveal spilling video and news memberships. These are key pieces of Apple’s push to change itself into a leading digital services provider. The organization may even talk about a month to month computer games membership. Likely missing from the occasion: Any new gadget versions that have helped Apple produce many billions of dollars in benefit since 1976.

It’s a specific challenge for Cook, who took over after Jobs kicked the bucket in 2011. The present CEO is a specialist in equipment supply chains. He has invested years wrangling anxious segment makers in Asia to gather the organization’s blockbuster iPhone. Apple’s more up to date accomplices – Hollywood studios, motion picture stars, papers and magazine distributors – are progressively careful about working with tech monsters, or have just collaborated with opponents like Netflix Inc. and Amazon.com Inc.

‘This is a pivotal shift for Apple. It is in our opinion the biggest strategic move since the iPhone was unveiled in 2007,’ said Dan Ives. He is an analyst at Wedbush Securities. ‘There is massive pressure on Cook and Apple to deliver on services, with streaming content a potential linchpin of growth.’

Furthermore, Mac’s three major equipment markets – cell phones, PCs and tablets – are stagnating. To keep developing, the organization has been attempting to sell its current gadget proprietors administrations, for example, Apple Music memberships, AppleCare warranties, and iCloud storages.