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SAN FRANCISCO (KTVU) -- On the stage of the legendary Bill Graham Auditorium in San Francisco's Civic Center, reporters from all over the planet came to see and touch Apple's three latest products.
The biggest attractions were the new iPhones.
"And while they may look familiar, we've changed everything about these new iPhones," said Apple CEO Tim Cook.
The new iPhones are much faster, have longer battery life and pressure sensitive screens that allow users to have many more controls of apps depending on how soft or hard you press the screen.
They have much better still and video cameras, offering far greater resolution than many full sized cameras. They'll be available later this month for $200 to $500 depending on how much memory you want.
"This is a new phone from the standpoint of the way people are going to view it," says Creative Strategies Tech Analyst Tim Bajarin.
In November, Apple will offer a new, huge iPad Pro with a nearly 13 inch screen with super fine screen resolution. The iPad Pro comes with an optional physical keyboard and an optional electric pencil for very precise drawing and designing applications.
"This is Apple making a statement that says, 'We're going to be much more proactive in going after the business customer with our iPads.' And the iPad Pro is a great tool for business," says tech analyst Bajarin.
Depending on memory and options, the new iPad sells from between $800 and $1400.
The all new Apple TV set top box with a far more consumer friendly remote will be on sale next month
"We believe that the future of television is apps," said Cook. Siri will find shows and movies for you when you ask it to do so. Because Apple TV uses downloadable apps, developers of programs, games and shopping apps will offer a tidal wave of other new things to do on your big screen.
All of new products represent evolution, not revolution. But evolution comes in fits and starts, sometimes slow, sometimes very quick. In this case, the evolution is enormous.
"These three products leap frogged their competitors when it comes to phone, tablets and the TV. Competition will come up but, knowing Apple, that probably have a good two year lead again on the competition," said Bajarin.
Even the recently released Apple Watch will get powerful new software in a few weeks.