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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 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 pink eruption iphone case 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..

Just as the original App Store drove the popularity of the iPhone, Apple hopes its new TVOS App Store will spark interest in Apple TV. It said developers can create universal apps that run on iPhone, iPad or Apple TV, and that a game started on one device can finish on another. "The Apple TV has been described as a hobby at Apple for too long, and today the transition to a product worthy to sit alongside Apple's other products begins," said Jan Dawson, an analyst at Jackdaw Research. Apple also wants to shake things up in the tablet arena. Tablets, and Apple's iPads in particular, have been stuck in a rut, and the company needed to do more than just offer a thinner, lighter version. So it went bigger instead.

The iPad Pro has 12.9-inch high-resolution Retina display, a new A9X processor that Apple says has "desktop-class" power, a battery that can last 10 hours and a four-speaker audio system, It weighs 1.57 pounds, or just slightly more than the original iPad, "It is chock full of amazing technology and innovation," Cook said, Apple also unveiled a physical keyboard accessory and a stylus-like "pencil" that allows you to pink eruption iphone case write on the tablet, The iPad Pro is part of a bigger push by Apple to get its products into the workplace, following business-focused deals with Cisco and IBM, Meanwhile, Microsoft's Surface Pro 3 , another larger tablet with a plug-in keyboard accessory, has made waves as a sleeker replacement for a traditional work PC, In January, Microsoft declared the Surface a billion-dollar business..

"The big difference is that the iPad will be great as a tablet, but you can also add the keyboard and pencil to get more done," Dawson said. "The Surface has always felt like too much of a compromise to me as a tablet."The iPad Pro starts at $799 for a 32-gigabyte, Wi-Fi-only version. The Smart Keyboard accessory is $169 and the Pencil is $99. Make no mistake. The new iPhone 6S and iPhone 6S Plus are still critical for Apple. It's easy to see why: Over the last several quarters, the iPhone has accounted for two-thirds of its total revenue.