The new iPhones came as expected. But Apple also moved into the living room with an upgraded streaming TV box and introduced its iPad Pro aimed at reviving the tablet market.
At Wednesday’s media event in San Francisco, Apple unveiled two updated iPhones, aiming to build on the success of its large-screen handsets introduced late last year.
The new smartphones are the iPhone 6S and 6S Plus, which have roughly the same overall dimensions as the last version.
“They look familiar, but we have changed everything about these iPhones,” chief executive Tim Cook said.
One of the key new features is called “3D touch,” which responds to pressure exerted on the screen to allow users to look farther inside messages and applications.
By responding to sensing pressure, the phones enable new “peek and pop” abilities to allow users to dip in and out of content without losing their place. “Press lightly to peek at a photo, email, web page or other content, and press a little deeper to pop into the content itself,” Apple said in a statement.
The new iPhones will use the upcoming iOS 9 operating system, which supports new features such as 3D touch.
The 6S has the about 12-centimetre display of its predecessor and the 6S Plus – one of the more popular handsets in the “phablet category” – has a 14-centimetre screen.
But the devices have more powerful processors that allow for improved graphics, harder glass and a new aluminium body, and keep the same pricing as the earlier big-screen phones.
The new iPad Pro has the power and capabilities to replace a laptop computer, Apple said.
Cook called the device “the biggest news in iPad since the iPad.”
The new tablet with a 33-centimetre display also includes a detachable keyboard and stylus.
The device features “desktop-class performance” and operates faster than 80 per cent of portable PCs that shipped in the last 12 months, said Apple senior vice president Phil Schiller of the device.
The new iPad will be available in November starting at $US799 ($A1,137.69), with a keyboard option at $US169.
The iPad Pro includes a stylus called Apple Pencil – despite comments from late Apple co-founder Steve Jobs that consumers did not want such an accessory.
The upgraded streaming television Apple TV device includes voice search, touchscreen remote control and an app store in a challenge to Google, Amazon and video game console titans.
Apple TV was overhauled as people increasingly stream films and television shows on-demand online and turn to mobile applications for entertainment.
“Our vision for TV is simple, and perhaps a little provocative,” Cook said.
“We believe the future of television is apps.”
Apple released a software kit for outside developers, and showed off early versions of Apple TV applications already being crafted by show streaming services Netflix and Hulu, as well as HBO.
The new Apple TV will launch in late October at a starting price of $US149.