Apple is changing its business plan, and the first signal was given at the conference organized by the company in California. No, no new device has been released. Instead, new services have been unveiled, which will make Apple a competitor for Netflix, banks or newsstands.

“We felt we could make a difference in how news is lived and understood,” says Tim Cook, Apple’s chief executive.

Apple Card is a digital credit card, backed by Goldman Sachs and MasterCard. The company promises that there will be no hidden fees and that the transactions will be clearly visible. The system is designed for Apple Pay, but for places where this service does not work, customers will also receive a physical titanium card.

However, the big news is Apple TV Plus, a streaming service similar to Netflix or Amazon Prime. This also includes original productions. Big names from showbiz have already been recruited such as Oprah, Steven Spielberg, Jennifer Anniston, Reese Witherspoon or Jason Momoa.

“We want to be heard, but we also want to listen, to open, to be open and to contribute, so that we can gather hopes and dreams and heal the ruptures between us. That’s why I combined my strength with Apple, ” says Oprah Winfrey, TV producer.

“I’m for the first time at Apple, the place where imagination and technology gather their forces to change the world through sight, hearing and touch,” says Steven Spielberg, director.

Apple seems to want to turn it into a financial services and entertainment company, less focused on phone production. Everything comes amid a drop in iPhone sales worldwide. The news announced today did not excite investors, and the company’s shares fell 1.2 percent.