iPhone 7 event: Tim Cook joins James Corden and Pharrell Williams in Carpool Karaoke sing-along

Apple recently announced it acquired streaming rights to the 'Carpool Karaoke' spinoff show that originated from Corden's The Late Late Show

Tim Cook ushered in a new era of Apple products in a rather unusual way – by singing carpool karaoke with James Corden.

The Apple chief executive opened his keynote address in the passenger seat of the Late Late Show host’s car. Pharrell Williams later joined the two in a rendition of Lynrnd Skynrd's "Sweet Home Alabama".

Read our Apple 7 launch liveblog here

While it may seem like a random occurrence at an Apple event, the company just announced it purchased exclusive streaming rights to the "Carpool Karaoke" spinoff series.

“We love music, and Carpool Karaoke celebrates it in a fun and unique way that is a hit with audiences of all ages,” Eddy Cue, Apple’s head of software and services told The Hollywood Reporter. “It’s a perfect fit for Apple Music.”

Among the announcements at the Apple keynote will be the highly-anticipated – and controversial – iPhone 7, as well as significant upgrades to the Apple Watch.