At a packed event in San Francisco, the company announced the 12.9 inch iPad Pro, the largest iPad Apple has ever made.
The iPad Pro comes a smart keyboard and a stylus, dubbed the 'Apple Pencil'. It will also run Microsoft and Adobe productivity applications.
It comes with a starting price point of USD 799 for 32GB, USD 949 for the 128GB. The pencil priced at USD 99 will be available in November.
"Today we have the biggest news in iPad since the iPad," Cook said. On the iPhone, Cook said the iPhone 6S and iPhone 6S Plus are the "most advanced iPhone and most advanced smartphone in the world. The only thing that has changed is everything," he said.
The new Apple TV features an App Store, a new OS (called tvOS), Siri and gaming support, universal content search, and a revamped remote with a Siri button and glass touchpad.
Siri is emphasised - among other things, it can be used to control content, navigate and pull up info related (and unrelated) to a show, Cook said.
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