Apple appears to be the newest contestant in the digital streaming race.

Just weeks after Disney completed their acquisition of 21st Century Fox, Apple has put their leg in the race with a new streaming service.

Apple made the big announcement on Monday, where they dedicated most of the Special Event to the new streaming service. Apple has already wrapped up production on a few shows, according to the New York Times. Apart from these facts, details are still scarce. It should be noted that Apple is taking a relatively heavy-handed approach when it comes to protecting their brand. Workers in various studio positions have remarked on how hard Apple is working to avoid any material deemed too violent or sexual. Apple has apparently also been trying to avoid creating content that could be interpreted as politically touchy. Perhaps this kind of branding will help Apple stand apart, which is important given the time they chose to enter the digital streaming race.