Apple has unveiled a massive revamp of its products including new iPhones, a 'monster' iPad with a 12.9-inch screen and a new $149 TV box that can run apps and games.
At a special event at the Bill Graham Civic Auditorium in San Francisco, Tim Cook showed off a raft of products, which also include new colours and straps developed with Hermes for the Apple Watch.
The new iPhones, called the 6s and 6s Plus, include a new rose gold option and a new screen technology called 3D Touch.
The 3D touch screen allows users to press harder on the screen to access extra menus and even a special selfie feature.
'Along with traditional gestures, the iPhone now recognises force,' said Sir Jonathan Ive.
The iPhone 6S and 6S Plus come in four finishes - silver, gold, space grey and rose gold - and come in two sizes that match last year's handsets measurements.
The phone also has a new, much faster chip Apple's Phil Schiller says is the 'fastest ever in a phone'.
It will cost the same as the iPhone 6 and 6Plus, from $199, and go on sale on September 25th.
EE will be offering the iPhone 6s and 6s Plus with Wi-Fi calling from 25 September in the UK.
It will additionally be offered on Vodafone, O2, Three, and be on sale at Carphone Warehouse and Currys PC world.
Apple has also boosted the camera to a 12 megapixel iSight camera to boost picture quality, and it can now record video in 4K.
There is also a new 5mp front facing camera to boost selfie quality, which uses the screen as a flash.
It also revealed a new 'live photo' which mixes a still and video image.
Pressing on the picture causes video to show and audio to play.
The pictures are created automatically.
The new chip also has a new 'always on' Siri feature, and an improved fingerprint sensor the firm says is twice as fast as previous version.
The much rumoured 'monster iPad', officially called the iPad Pro, was first to be revealed.
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