Clearly Apple thinks Oprah is one of the main drawcards. She is working on two heavy-hitting documentaries for the service — one exploring sexual harassment and violence in the workplace and another focusing on mental health and addiction.

“If we do our jobs right, we’re going to replace shame and stigma with wisdom, compassion and honesty,” she said this morning.

Her Book Club is also coming to Apple, with Oprah expected to interview authors for a new show.