Apple’s product launches are always highly anticipated — understandable given that past events have introduced such now-ubiquitous tech as the iPhone and the iPad.

Speculation is rife about what Apple CEO Tim Cook and assorted executives will be revealing when they appear at a special event on Monday, which will take place at the Steve Jobs Theater at Apple headquarters in Cupertino, Calif.

While the company is, as usual, tightlipped about its announcements, ARS Technica reports that “press invitations, rumours and prior evidence indicate this event could hold an unprecedented announcement for the company: its long-anticipated streaming content business.”

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In addition to the streaming announcement, other potential new initiatives may include magazine subscription services and possibly an Apple-branded credit card.

While we won’t know for sure until the announcements are made, the event — which has been dubbed “It’s show time” — can be viewed via livestream beginning at 10 a.m. PT/1 p.m. ET. Watch live here!