San Francisco, June 16: With an aim to promote original programming amid the growing video streaming war, Apple has announced a multi-year content partnership with producer-host Oprah Winfrey. Together, Winfrey and Apple will create original programmes that “embrace her incomparable ability to connect with audiences around the world”, the tech giant said in a statement on Saturday. “Winfrey’s projects will be released as part of a lineup of original content from Apple,” the company added. Winfrey is the CEO of the Oprah Winfrey Network (OWN) which is a US-based television channel owned by Harpo Studios and Discovery Inc. The video streaming is a lucrative business today and Amazon and Netflix are currently leading the market. Apple recently announced content deals with Reese Witherspoon and Steven Spielberg. (IANS)