Cook began by talking up the Apple Watch, saying customer satisfaction for the new product was 97 percent. Apple is working with French luxury goods maker Hermes on a new watch collection, and Facebook Messenger is coming to the device, he added.
               
He then rolled out the "iPad Pro" with a 12.9 inch screen and said it had performance similar to a desktop computer. Apple showed off a "smart" keyboard and a stylus called "Pencil".
               
Apple said it had partnered with Cisco Systems Inc  and IBM to help power the iPad pro, which it said is up to 1.8 times faster and has a 10-hour battery life. Many people on Twitter seemed unimpressed by the new iPad and lamented its large size, however.
               
Cook promised "monster announcements" at the event, which is also expected to feature an updated version of its Apple TV device and of its iPhones, which drove nearly two-thirds of the company's $49.6 billion in revenue in the most recent quarter.
 
Apple is widely expected to keep the size of the phones the same but upgrade it with an improved camera and Force Touch, a display technology that responds differently depending on how hard users press their screens.
               
A year after Apple rolled out iPhones with larger screens, touching off a frenzy of sales that saw revenue in the most recent quarter increase 32.5 percent from the same quarter a year ago, the latest upgrades may leave some investors and consumers underwhelmed.