Apple suggested the iPad Pro was suited to work, video games and editing and watching movies. Sales of 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.
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. "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."
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.
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 request shows or movies based on their desired themes or favourite actors. In addition, it can play video games.
"The future of TV is apps," declared Mr Cook. The firm had previously described its TV boxes as a "hobby". Apple was one of the first tech companies to offer an internet-connected TV box, but Amazon, Roku and several smart TV-makers beat it to offering an app-focused experience.
Mr Cook acknowledged it had taken his company several years to introduce a TV app store. "I don’t think they have missed an opportunity by waiting until now," commented Ian Maude from Enders Analysis.
"There’s a lot of people out there who want to watch content that is only available online from the TV, and if Apple can show its device does things better than the alternatives you would expect them to start winning market share pretty quickly."
Apple did not unveil a rumoured TV shows and movies subscription package of its own for the box, but Mr Blaber suggested that might follow next year. "Broadcast content remains the challenge but growth in Apple TV will ultimately leave content providers with little option," he said.
Much of the Apple TV presentation was dedicated to the video games it can play. The remote is motion sensitive, and works in a similar fashion to Nintendo’s Wii controllers. The US firm has already had huge success with video game sales on its iPhones.
But one industry watcher questioned how disruptive the new box would be as a gaming device. "There are already plenty of examples of set-top boxes and micro-consoles that play games, but none of those has had a dramatic impact on the market," commented Piers Harding-Rolls from IHS Technology.
"That’s not to say that Apple entering the market won’t be significant. "But when you think of what the high-end consoles can do – allowing things like Sony’s forthcoming Morpheus VR headset – what they offer can’t be replicated in terms of power."
The new iPhone’s 3D Touch feature allows users can call up different functions by pressing the handsets’ screens firmly.
Examples of how it can be used include:
previewing an email or photo
swapping weapons in a video game
quickly switching into selfie photo mode
The handsets also gain the ability to shoot 4K videos – which means four times the amount of pixels of 1080p high definition video. In addition, their back cameras have been upgraded to offer 12 megapixels rather than eight, Apple said it had ensured the extra resolution had not come at the cost of more noise. The iPhones also get a processor boost. They will go on sale in a fortnight’s time.
Apple also announced an upgrade to its smartwatch operating system that will be released on 16 September. Watch OS 2 will allow third-party apps to run natively on the device rather than relying on a linked smartphone’s processor.