Apple is doing a first by live streaming a Paul McCartney concert to the owners of Apple TV device.
The stream would also be available to iTunes users so they can watch it on their PCs and Macs.
The stream is going to be free and is scheduled for 7pm PST on February 9.
Apple is likely to use the popularity of this stream to expand this program to more events in the future.
The company is rumored to be developing their own television sets that would come inbuilt with Apple TV like technology. Such exclusive content would help their cause.