Tim Cook has made Apple the most valuable brand in the world – will this be a new success or a sign of the company’s problems?

“It’s showtime,” reads the invite for Apple’s next big launch. It sure is. On Monday at the 1,000-seat Steve Jobs Theatre in Apple’s $5bn space-age campus in Cupertino, California, the company’s chief executive, Tim Cook, will unveil his big plans to become a modern media mogul.

Details of the plans are sketchy but it appears Apple will be launching a new platform for news publishers with paywalls – the Wall Street Journal is in, New York Times and Washington Post are not – and announcing a series of new TV deals and original programmes that will put it head to head with Netflix, Amazon, Hulu and their rivals in streaming media as they fight it out to be the new kings of Hollywood.

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