According to sources speaking to Variety Apple will announce the service in March, but it may not be available to customers for the summer or late autumn.
Sources familiar with the plans say Apple's video service will target a launch in the summer or instead of the April timing that has been the subject of media speculation. Apple has promised its high-quality manufacturing partners to mount marketing flashes on behalf of the show beyond the service itself.
Apple has more than two dozen original TV shows in the works, many of which have already been cast. It is not clear whether the movie has started, but to keep the launch of the service until at least some of the shows are available.
Apple has not yet announced its March 25 event, but several rumors from reputable sites have shown that it is the date it is being held.
On March 25, the event will be focused on services, and Apple is not expected to debut new hardware, although there are several rumors that the products are getting a spring refresh.
Instead, we could see devices like AirPower, iPad mini 5, new AirPods, a seventh generation iPad, and a seventh generation iPod touch, announced via press release, as these are all minor updates.
Major stars that include Jennifer Aniston, Reese Witherspoon and Steve Carell, all of whom have roles in Apple's shows, have been invited to attend the March event, which also includes a new Apple News service announcement.
Variety's sources are cautious that specific plans of the event and how the video service will be introduced may be "in flux until minutes" Cook steps on stage. "