Cupertino, March 26 -- Jumping belatedly into a business dominated by Netflix and Amazon, Apple announced its own TV and movie streaming service Monday, enlisting such superstars as Oprah Winfrey, Jennifer Aniston and Steven Spielberg to try to overcome its rivals' head start.

Apple didn't disclose the price or the launch date except to say that Apple TV Plus will be available this fall. It will feature Apple's original shows and movies .

The company also unveiled a news subscription service that will give customers access to roughly 300 magazines and a few major newspapers for $10 a month. And it announced a new branded credit card.

The video-streaming venture is fraught with risk for a company scrambling to diversify beyond its star ...