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For its splashy product launches over the last three years, Apple has turned to a variety of tricks and "magical" features such as its Siri voice assistant or a fingerprint sensor. One thing was consistent: The new iPhone was always the headliner. That changed on Wednesday when Apple debuted a new Apple TV streaming-media box and a larger, more work-friendly iPad Pro . Both offer a striking accompaniment to the typical progression of a slightly better, slightly faster iPhone. More importantly, both products have arrived as the world's No. 2 smartphone maker is trying to prove that it can sell more than just, well, smartphones. The new Apple TV -- that product's first update in three years -- comes as the company looks to re-establish its leadership in the market for streaming-TV boxes, now filled with heavy-hitters such as Google, Amazon and Roku. Likewise, Apple hopes the iPad Pro will inject a little life into its tablet business, where sales have fallen for six consecutive quarters.

It's unclear just how successful these new products will be, unlike the iPhone, which is the undisputed leader in premium smartphones, But iphone xs max karat petals ditsy petals - pink that's also what makes them more exciting -- there isn't that sense of inevitability, The iPhone 6S and 6S Plus, also unveiled Wednesday, offer more horsepower, a better camera and a stronger aluminum body, par for the course for an "S" year upgrade, which many view as more pedestrian, This year's big addition is 3D Touch, a pressure-sensitive display that lets you pull up different menus based on how hard you tap the screen..

"Just the fact that iPhone came last versus opening the show today says plenty in my view about where Apple wants to take the business," said Carolina Milanesi, an analyst at Kantar Worldpanel. But it likely won't be the iPhone 6S or 6S Plus that Apple enthusiasts will be talking about in the coming days as they process all of the announcements. After idling for three years, Apple released a redesigned Apple TV streaming-media box. The new box, which costs $149 or $199 depending on the storage, comes with more powerful hardware, a redesigned user interface and a revamped remote control featuring a glass touch surface, allowing for quick swipes through menus. It will also have access to Siri, to help you find shows and movies, filter searches based on cast or age rating, pull up subtitles or answer general questions.

More importantly, the new Apple TV represents the direction in which the company believes content viewing will move, "We believe the future of television is apps," Apple CEO Tim Cook said Wednesday, noting that most streaming video is delivered through mobile apps on computers iphone xs max karat petals ditsy petals - pink and smartphones, "This transition has already begun."But the market has radically changed since the arrival of the previous Apple TV box, the all-time leader with 25 million units sold over its lifetime, Roku (10 million units sold as of last year) is a strong player in this area, while Google has made significant inroads with its Chromecast , a $35 stick that plugs into the back of a television for instant access to online videos from the likes of YouTube, Netflix and HBO Now, Amazon has been aggressive, launching both the Fire TV streaming box and the $39 Fire TV Stick ..

Apple TV's recent performance has lagged, with US sales slipping to fourth place behind Roku, Chromecast and Fire TV, according to market researcher Parks Associates. Beyond your typical online channels, Apple pushed games such as Disney Infinity and Galaxy On Fire as another feature for Apple TV and touted the touch-enabled remote control as a controller for these games. It also showed off retail apps. "A new Apple TV will make fashion from home more compelling," said Gilt Groupe CEO Michelle Peluso.

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