Apple special event |
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Apple special event

Live coverage of the Apple event on September 9, 2015

    Apple TV comes with 'apps'; big iPad aimed at business

    Apple Chief Executive Tim Cook unveiled a new version of its Apple TV product with an app store and a voice-controlled remote control, part of a trio of announcements aimed at revamping its product line.

    Cook described the new Apple TV, a product which the company long called a 'hobby', as the future of television, offering personalization and ease of use. It starts at $149.

    The announcement came after Cook showed off a big new iPad aimed at business customers, which has an optional "Pencil" stylus and keyboard. He also began describing an updated pair of iPhones that feature a so-called '3D touch' interface and other upgrades.

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    Lots of announcements today at the Apple Event. New iPhones, iPads, Apple TV, Apple Watches and a new Apple Pencil. Here's what we saw: 

    Cook began by talking up the Apple Watch, saying customer satisfaction for the new product was 97 percent. Apple is working with French luxury goods maker Hermes on a new watch collection, and Facebook Messenger is coming to the device, he added. 
    Apple rolled out the iPad Pro with a 12.9 inch screen and said it had performance similar to a desktop computer. Apple said it had partnered with Cisco Systems Inc and IBM to help power the iPad pro, which it said is up to 1.8 times faster and has a 10-hour battery life. Many people on Twitter seemed unimpressed by the new iPad and lamented its large size, however. 
    Apple showed off a "smart" keyboard and a stylus called "Pencil". Reuters/Beck Diefenbach 
    Apple announced the next version of Apple's TV streaming device. "We believe the future of television is apps," Cook said. The new device is tightly integrated with Siri, allowing users to search for movies and TV show titles, or genres like "family movies." It also features a full app store that gives consumers access to games and TV apps. Reuters/Beck Diefenbach 

    Apple unveiled the iPhone 6S and 6S plus on Wednesday, the latest iteration of its lucrative smartphone that offers 3D touch, a display technology that responds differently depending on how hard users press their screens. The new phones, which will come in four metal finishes, will also come with an improved, 12 megapixel camera.Apple also said the new iPhone will record 4K video. Apple relies heavily on the sale of its flagship iPhones, which drove nearly two-thirds of the company's revenue in the most recent quarter. 


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