As usual, Apples early September event focused on hardware, giving retailers and consumers alike a glimpse at what are likely to be some of the most popular devices this holiday season and beyond.

iPhone Crosses the Third Dimension

An S-series update to the iPhone 6 was expected, and Apple didnt disappoint, with the 4.7″ iPhone 6s and 5.5″ iPhone 6s Plus both unveiled, boasting 3D Touch technology that senses the force of interactions through the touch screen, adding peek and pop gestures to controls and enabling users to bring up modal windows and items hidden under panes.

The phones also introduce a feature called Live Photos, which create animated pictures with sound when pressed using 3D Touch. Theyre created automatically when photos are taken, and bridge the gap between photos, GIFs and video.

“The only thing that has changed with iPhone 6s and iPhone 6s Plus is everything – 3D Touch lets users interact with iPhone in entirely new and fun ways, and the innovative Live Photos brings your pictures to life,” said Philip Schiller, senior vice president of worldwide marketing at Apple. “These are the most advanced iPhones ever.”

The A9 processor in both models promises a 70 per cent increase in speed and 90 per cent faster graphics, comparable to gaming consoles, while the M9 motion coprocessor includes always-on Siri.

The new 12MP iSight camera on the back has 50 per cent more pixels than before, 4K video support and a more accurate autofocus, while the 5MP FaceTime HD camera includes Retina Flash with True Tone ability, lighting the screen up three times brighter than usual for selfies.

The second generation Touch ID detector is reportedly twice as fast as before, further speeding up contactless payments made with Apple Pay, while the new rose gold aluminium finish will no doubt appeal to those seeking a unique design.

Both models will appear in stores on 25 September, with pre-orders starting from this Saturday. The 6s will sell for between $649 (£422) and $849 off-contract, depending on memory, while the 6s Plus will range between $749 and $949.

Perhaps more intriguing was the introduction of the iPhone Upgrade Program, where consumers can pay $32 a month for a minimum of two years and receive a new iPhone with AppleCare+ every year. The program will only be available in the US to start, but will roll out to more countries soon.

iPad Goes to Work with Biggest Tablet Yet

The tablet market has been slowing recently and many have pointed the finger at disappointing later versions of the iPad. Apple is aiming to reverse that with the iPad Pro, a huge 12.9″ tablet with higher resolution than the current MacBook Pro.

The device boasts an A9X processor, 10-hour battery and four speaker audio system, with an 8MP iSight camera, but the biggest selling points were two accessories: the Smart Keyboard and Apple Pencil.

The Smart Keyboard aims to extend the utility of the tablet, offering a full-sized keyboard with a thin, durable design so it remains portable. It connects to the Smart Connector port on the iPad Pro, eliminating the need for a separate battery, and works with the iOS 9 Quicktype features to make typing faster and easier.

The Apple Pencil is a precision input device that aims to gives artists and designers a natural way of drawing and sketching on the iPad Pro. The touch subsystem of the iPad Pros display has been redesigned to work with the Apple Pencil, reducing latency and improving accuracy.

The iPad Pro will be available in November, with prices ranging from $799 to $1079, depending on storage and mobile connectivity, with the Apple Pencil costing $99 and the Smart Keyboard available for $169.

If its a smaller device youre after, the iPad mini 4 is replacing the 3rd version of Apples small tablet, which had a lukewarm reception. The mini 4 boasts the same capabilities as the iPad Air 2 but in a smaller casing, retailing at $399, while the mini 2 drops to $269.

Apple Watch: 10,000 Apps and Finally Going Native

There was no new Apple Watch design announced, but there was some significant news regarding Apples venture into the world of wearables. Tim Cook, CEO of Apple kicked off the press event sharing that the device had seen a 97 per cent customer satisfaction rate so far, and 10,000 apps were now available with Apple Watch compatibility.

watchOS 2, the second iteration of smartwatch operating system by Apple, will arrive on 16 September as a free update for existing owners, and should result in faster and more fluid apps by running natively on Apple Watch. It will introduce new watch faces, the ability for third-party apps to display information on the watch face and Time Travel, a unique way of seeing future events and past headlines.

The Apple Watch got a minor style overhaul starting today with the release of new cases and bands, including gold and rose gold aluminium for the Apple Watch Sport, but a larger one is down the road thanks to a partnership with watchmakers Hermès. The Apple Watch Hermès Collection will include a number of models, combining Apple Watches in stainless steel with crafted leather bands.

“Apple and Hermès make very different products, but they reflect the deep appreciation of quality design,” said Jonathan Ive, chief design officer at Apple. “Both companies are motivated by a sincere pursuit of excellence and the desire to create something that is not compromised. Apple Watch Hermès is a true testament to that belief.”

Apple Watches wont be the only device getting a free update come 16 September. iPhone, iPad and iPod Touch owners can all expect iOS 9 to arrive next week, bringing split view working, dual app functionality and expanded Apple Pay capabilities to users. Apple is also dropping the price of iCloud storage, with 50GB now available for as little as $0.99, and 1TB only $9.99, half the current price.

Apple has already released the final beta build of iOS 9 (also known as the Golden Master) to developers, along with a preview build of iOS 9.1 which includes support for the Live Photos, Apple Pencil and 3D Touch APIs.

Apple TV is Reborn as Apples Newest Platform

The big headline of the event, however, was the long anticipated reveal of the revamped Apple TV set top box. What was previously a niche, hobby project by the company has had a major leap forward, with Eddy Cue, senior vice president of internet software and services, declaring that “the future of TV is apps” during his presentation.

The set top box itself has changed very little, beyond growing a little larger to accomodate internal wi-fi components. However, it will come bundled with a new remote control that incorporates a microphone, enabling users to control their TV using Siri, and a touchpad for navigating the new UI with touch screen style gestures. iPhone and iPod Touch owners will also be able to use them as controllers for games on the new Apple TV.

The new UI has had a significant overhaul to fit in with iOS 9 and OS X, integrating Siri deep into the functionality and incorporating neat touches like 3D effects on cover art for movie titles. The operating system, now dubbed tvOS, has also been strengthened, with app developers given open access enabling them to build apps and games for what Apple is clearly pushing as a whole new platform for their business.

“There has been so much innovation in entertainment and programming through iOS apps,” said Cue. “We want to bring that same excitement to the television.”

iTunes, Netflix and Hulu, along with US networks HBO and Showtime will all support intelligent searching using Siri, which will be able to recommend content, answer questions about shows and more. Apple also showcased some of the launch apps for the system, including games like Disney Infinity and Guitar Hero, along with more traditional applications like Airbnb. The new Apple TV will go on sale in October, priced at $149 for a 32GB model, and $199 for 64GB.