“Our vision for TV is simple and perhaps a little provocative,” Cook said, when kicking off the Apple TV portion of the event. “We believe the future of television is apps.” Here, Jen Folse, Apple’s senior design producer, shows off the Apple TV’s new app-based operating system: tvOS. Video-streaming services are front and center, and Apple has commitments from big names in television program creation and movie licensing, like ABC, Disney, HBO, Hulu, Netflix, and Showtime.

Siri’s capabilities on the Apple TV are pretty impressive. You can use Siri to open apps by voice, or ask for specific movies, TV shows, or actors. The secret sauce with Siri is its ability to interpret natural-language requests, even highly specific ones such as “Show that Modern Family episode with Edward Norton.” You can also ask for specific genres, and narrow down the search with requests like “just the latest.”