Apple partners with Oprah Winfrey for original programs

Oprah Winfrey signed a multiyear partnership to create original content for Apple.

The deal is a clear signal Apple is trying to compete with Netflix and Amazon, industry analyst Peter Kafka of Recode told Fortune.

Ms. Winfrey, who is a producer, actress, talk show host and CEO of OWN, may be the winner in the Apple deal, according to The Brand Identity Center Founder Chad Kawalec. He told Fortune Ms. Winfrey is "looking to increase her exposure in legitimate on-brand ways, and getting herself on different platforms will certainly help her do that."

At the same time, the partnership could provide a springboard for a more aggressive video-content strategy from Apple during the next 12 to 18 months, Daniel Ives, head of technology research at GBH Insights, told Barron's.

Financial details of the agreement were not disclosed.

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