The company's upgraded digital media player brings sharper picture quality, one that will bring a cinematic quality to home viewing, Apple CEO Tim Cook said.
"Each stage brought with it a more true-to-life experience, a more immersive experience," Cook said of the evolution of TV content from black-and-white to color to HD. "Now we're at the next major inflection point, one that has the most stunning visuals ever."
The latest Apple Watch will be the first to cut the cord, so to speak, with the iPhone.
The Apple Watch Series 3 boasts built-in cellular, meaning users can make and receive calls from their wrists and use apps that rely on cellular data without having a smartphone close by. That's a big boon for active people who want GPS tracking during runs, bike rides, swims or hikes without having to tote a phone.
After launching as a watch intended to assist with productivity (and supposedly help you look stylish while doing so), Apple appears to be reframing its timepiece as a health and fitness gadget.
In a presentation focused mainly on health tracking and exercise apps (including a shout-out to snowboarders and live video of a stand-up paddle-boarder), Apple said its new operating system for wearables, to be released Sept. 19, will include:
Apple has long been lauded for its innovative approach to retail stores (hello, glass cubes and floating stairs). Now the company is repositioning those stores as lifestyle centers.
Shortly after Apple CEO Tim Cook took the stage, he brought out retail chief Angela Ahrendts — noteworthy because Apple has been criticized in the past for its lack of female speakers at such high-profile events — to share the changes coming to many of its stores.
Ahrendts said the company wants its stores to be forums for collaboration. Among the changes are in-store experiences to help people "go even further" with their Apple products, such as sessions for photography, music gaming and app development.
Apple's latest iPhone isn't the only shiny new thing the company is showing off in Cupertino today. Reporters and photographers attending the product event at the Steve Jobs Theater are snapping pictures and taking videos of Apple's new "spaceship" campus.