Apple introduced new versions of some of its top products Wednesday, including the latest iPhone and a revamped Apple TV system that Apple chief executive Tim Cook called the “future of television.”
At a presentation before an audience of thousands in San Francisco, Cook showed off the iPhone 6s and 6s Plus that looked very much like the iPhone 6 it debuted exactly a year ago.
But Cook promised “while they may look familiar, we have changed everything” about the new devices.
Tricked out with new pressure-sensing touchscreens, the iPhone 6s line incorporates new “peek” and “pop” functions that enable users to dip seamlessly into one app from another for a quick look at a message – or to snap what Apple software engineering chief Craig Federighi termed an “emergency selfie.”
Cook called the new iPhones “the most advanced smartphones in the world.”
But the event’s greatest hyperbole was reserved for a revamped, app-focused Apple TV, which Cook declared to be “the future of television.”
The online content hub integrates TV and movie viewing, video games, music and other media with a new operating system, TV OS, and a souped-up remote that searches for content and controls playback with voice control.
Apple introduced a new, super-sized 12.9 inch (32.8-centimeter) iPad Pro with an optional Apple Pencil stylus and physical keyboard.
Apple Watch, which took centre stage at its own product launch in March, kept a decidedly lower profile Wednesday.
Cook showed off a new series of Apple Watch band colours and a design collaboration with Hermes, but did not release sales figures for the wrist-worn devices, which debuted in March.
Apple depends on iPhone sales for the lion’s share of its revenue, and the iPhone 6 set a new record for sales in the first quarter after its launch last year.
Apple shares fell 1.92 per cent Wednesday.