iPad Pro, new Apple TV and iPhone 6S handsets unveiled
Apple has unveiled a larger iPad tablet, a TV box with its own app store and new iPhones that can detect how firmly their screens are being pressed.
The firm suggested the iPad Pro was suited to work tasks, video games and both editing and watching movies
.
Sales of the company's earlier iPads had been on the decline.
Apple said the "3D touch" feature of its new phones "transformed" the experience of using them by making it easier to use and switch between apps.
Huawei demonstrated its own version of the feature - which it called "force touch" - at its own launch event last week.
Bigger iPad
Media captionBBC's Dave Lee tries out the new iPad Pro and Apple Pencil
The iPad Pro has a 12.9in (32.8cm) display, making its shortest edge the length of its earlier iPad Air 2's height.
Apple sold 19% fewer iPads between the start of October and the end of June as it did during the same period a year earlier.
One expert suggested that the new model could reinvigorate sales.
Image copyrightApple
Image caption
The iPad Pro's bigger screen may appeal to people wanting to work in split-screen modes
"As much as the iPad is experiencing some challenging times, it's vastly more successful than any other tablet on the market and it's still a multi-billion dollar business," said Geoff Blaber from the CCS Insight consultancy.
"Moreover, what's happened is there's been cannibalisation from larger screened iPhones.
"A larger-screened iPad should definitely breathe some life into the category. But the price will be a barrier for many."
Image copyrightApple
Image caption
Apple announced a new stylus and keyboard cover for the larger iPad
Apple said the new tablet offered similar processing power to 80% of the portable PCs that were sold over the past six months.
The iPad Pro will be launched alongside an optional magnetically-connected keyboard - which resembles a similar accessory for Microsoft's Surface tablet.
In addition, the firm announced a stylus called the Apple Pencil, which has sensors in its tip to help mimic the effect of using a real pencil on paper.
Image copyrightApple
Image caption
One demo showed how the pressure-sensitive stylus could be used to edit anatomy images
The announcement is notable since the firm's ex-chief executive Steve Jobs said in 2010: "If you see a stylus, they blew it."
Apple said the iPad Pro should run for 10 hours of use between charges and would be available in November and range from $799 to $1,079 (£520 to £702) depending on its level of storage and 4G connectivity.
The Pencil costs $99 and the keyboard $169.
Apple and Microsoft: Peace at last - read Rory's blog
Analysis: Dave Lee, North America technology reporter
Image copyrightApple
Tablet computing is great, but it could be said that the iPad's Achilles heel was that it was great as a consuming device, but if you wanted to really do something, get work done, it wasn't ideal.
Apple is trying to address that with the iPad Pro. It's enormous, but not bulky, even if it does come in heavier than the original iPad at 1.67lbs (0.76kg).
Crucially, it has some intriguing input devices.
It's easy to scoff at Apple making a crowd cheer and whoop at a "pencil", but it's a big step forward for the most popular tablet on the market.
Making the iPad a "doing" service makes it a really formidable product, and one that should eat into netbook sales.
Apple TV
Image copyrightApple
Image caption
The new Apple TV can play video games controlled via the new remote
Chief executive Tim Cook also unveiled a new set top TV box with its own app store and new operating system.
The device uses a remote control that features a touch-sensitive panel and a microphone that allows it to be voice-operated.
It uses the firm's Siri virtual assistant to let owners ask what shows or movies based on their desired themes or favourite actors are available, and can bring back results from a range of services.
In addition, it can play video games.
Image copyrightApple
Image caption
The Apple TV can
The firm suggested the iPad Pro was suited to work tasks, video games and both editing and watching movies
.
Sales of the company's earlier iPads had been on the decline.
Apple said the "3D touch" feature of its new phones "transformed" the experience of using them by making it easier to use and switch between apps.
Huawei demonstrated its own version of the feature - which it called "force touch" - at its own launch event last week.
Bigger iPad
Media captionBBC's Dave Lee tries out the new iPad Pro and Apple Pencil
The iPad Pro has a 12.9in (32.8cm) display, making its shortest edge the length of its earlier iPad Air 2's height.
Apple sold 19% fewer iPads between the start of October and the end of June as it did during the same period a year earlier.
One expert suggested that the new model could reinvigorate sales.
Image copyrightApple
Image caption
The iPad Pro's bigger screen may appeal to people wanting to work in split-screen modes
"As much as the iPad is experiencing some challenging times, it's vastly more successful than any other tablet on the market and it's still a multi-billion dollar business," said Geoff Blaber from the CCS Insight consultancy.
"Moreover, what's happened is there's been cannibalisation from larger screened iPhones.
"A larger-screened iPad should definitely breathe some life into the category. But the price will be a barrier for many."
Image copyrightApple
Image caption
Apple announced a new stylus and keyboard cover for the larger iPad
Apple said the new tablet offered similar processing power to 80% of the portable PCs that were sold over the past six months.
The iPad Pro will be launched alongside an optional magnetically-connected keyboard - which resembles a similar accessory for Microsoft's Surface tablet.
In addition, the firm announced a stylus called the Apple Pencil, which has sensors in its tip to help mimic the effect of using a real pencil on paper.
Image copyrightApple
Image caption
One demo showed how the pressure-sensitive stylus could be used to edit anatomy images
The announcement is notable since the firm's ex-chief executive Steve Jobs said in 2010: "If you see a stylus, they blew it."
Apple said the iPad Pro should run for 10 hours of use between charges and would be available in November and range from $799 to $1,079 (£520 to £702) depending on its level of storage and 4G connectivity.
The Pencil costs $99 and the keyboard $169.
Apple and Microsoft: Peace at last - read Rory's blog
Analysis: Dave Lee, North America technology reporter
Image copyrightApple
Tablet computing is great, but it could be said that the iPad's Achilles heel was that it was great as a consuming device, but if you wanted to really do something, get work done, it wasn't ideal.
Apple is trying to address that with the iPad Pro. It's enormous, but not bulky, even if it does come in heavier than the original iPad at 1.67lbs (0.76kg).
Crucially, it has some intriguing input devices.
It's easy to scoff at Apple making a crowd cheer and whoop at a "pencil", but it's a big step forward for the most popular tablet on the market.
Making the iPad a "doing" service makes it a really formidable product, and one that should eat into netbook sales.
Apple TV
Image copyrightApple
Image caption
The new Apple TV can play video games controlled via the new remote
Chief executive Tim Cook also unveiled a new set top TV box with its own app store and new operating system.
The device uses a remote control that features a touch-sensitive panel and a microphone that allows it to be voice-operated.
It uses the firm's Siri virtual assistant to let owners ask what shows or movies based on their desired themes or favourite actors are available, and can bring back results from a range of services.
In addition, it can play video games.
Image copyrightApple
Image caption
The Apple TV can
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