Find even more details about the products and other announcements from Apple in the live blog posted below this news story.
It appears Apple (NASDAQ:AAPL) is looking to expand its market by contracting the size of its devices.
CEO Tim Cook unveiled a new entry-level iPhone, known as the iPhone SE, as well as a shrunk-down version of the iPad Pro at a media presentation Monday (March 21).
The iPhone SE is the same size as Apple’s previous entry-level model, the 5S. But it’s notably smaller than Apple’s current 4.7-inch flagship model, the iPhone 6s. The iPhone 6s Plus features a 5.5-inch screen.
The new device’s chip and processor, however, match those of the 6s.
While Apple achieved record sales of 74.8 million iPhones last years, those numbers were essentially flat compared with a year earlier.
Cook said the four-inch models are important to maintain since it’s the entry point for many new consumers, notably in China.
The device begins shipping to U.S. and Canadian retailers March 31 starting at C$579 or US$399.
Apple also debuted a smaller, more cost-friendly version of the iPad Pro.
The device will now be available with a 9.7-inch display as opposed to the 12.9-inch display that was only available to consumers when the tablet computer debuted last year.
The smaller size also cuts down the price point for the iPad Pro, which users can buy starting at C$799 or US$599.
Apple vice-president Phil Schiller told the crowd at the media presentation the new iPad Pro would feature 12-megapixel camera and the ability to shoot and edit 4K video.
Meanwhile, Cook announced the Apple Watch is undergoing a price cut following its debut last year. Its starting price is now C$399 or US$299.
Live Blog
9:57 a.m.
Organizers want people to turn electronic devices to silent. Moments before Apple debuts some new electronic devices of its own...
10 a.m.
10:01 a.m.
Apple is recapping all the products launched over past 40 years
10:02 a.m.
CEO Tim Cook: "There are now more than 1 billion Apple devices in use around the world."
10:04 a.m.
Cook says he never expected Apple to be in the position it's in regarding dispute with FBI over encryption
10:06 a.m.
What is Apple doing to preserve and protect the environment? Lisa Jackson explains...
10:07 a.m.
Jackson: When we think of the environment, we think of innovation.
10:07 a.m.
Jackson: 93% of our facilities worldwide run on renewable energy
10:07 a.m.
Jackson: We're 100% running on renewable energy in 23 countries.
(Her graphic shows Canada is on that list of countries)
10:09 a.m.
Jackson says 99% of packaging is recycled or comes from sustainably managed forests
10:13 a.m.
Jackson is pitching hard for customers to recycle their old products. Bring them into an Apple store or mail them in.
10:15 a.m.
COO Jeff Williams on stage to discuss health innovations
10:21 a.m.
Williams says ResearchKit's goal was to improve medical research. But he says it's become clear that i's also helping people with their own personal care.
10:21 a.m.
Williams: "Today we're launching CareKit."
10:22 a.m.
First CareKit app is for Parkinson's disease. Williams says it will help with discussions over individualized treatments.
10:23 a.m.
Apple has created app that includes medical check lists, symptom and measurement tracker, allows info sharing with loved ones and physicians. Physicians will take results and update care plan, accordingly.
10:24 a.m.
Williams says privacy is top concern. Only users will determine who they share medical info with.
10:25 a.m.
Cook is now talking about Apple Watch
10:26 a.m.
Cook says one-third of Apple Watch wearers regularly change bands. Company is debuting new bands. Woven nylon, leather among the new options.
10:27 a.m.
Here's the big news: Apple Watch will start at US$299 beginning today.
10:28 a.m.
Cook is now onto discussing Apple TV
10:30 a.m.
Dictation among new features. Apple TV will also allow you to access photos from iCloud beginning today.
10:31 a.m.
Greg Joswiak now on stage to discuss smaller-screened iPhones
10:32 a.m.
Joswiak says iPhone SE will have four-inch screen
10:33 a.m.
Joswiak says the iPhone SE will have the same processor speed as the iPhone 6s, which debuted last September.
10:35 a.m
This phone is essentially replacing the 5s as the entry-level model.
The SE is getting a big update to its camera system.
10:37 a.m.
Apple Pay will be built into the iPhone SE. NFC radio will be built in.
10:37 a.m.
Joswiak says all the updates make for the most powerful four-inch phone ever.
10:37 a.m.
And the price starts at US$399 (lowest ever for an entry-level model).
Available March 31. Canada is among the first countries to get shipments.
10:40 a.m.
Joswiak says iOS 9 is on 80% of its active devices
10:41 a.m.
Nigh Shift available on iOS 9.3. Meant to make it easier for people to sleep (think all those blue light issues) after viewing phones late at night in bed.
10:41 a.m.
Notes app getting an update with passcode/fingerprint protection.
10:41 a.m.
Joswiak says News app is now used by 50 million. Apple is adding a new top story feature.10:42 a.m.
iOS 9.3 will also update education features for iPads in the classroom
10:43 a.m
Free update for iOS 9.3 goes live today
10:44 a.m.
Cook is now talking about last year's debut of iPad Pro
10:44 a.m.
Apple's Phil Schiller now on stage to discuss updates to iPad Pro
10:45 a.m.
Schiller says new iPad Pro will have new, smaller 9.7-inch display
10:45 a.m.
Schiller says shift to smaller screen for Pro model makes sense since the original iPad started at that same size
10:48 a.m.
Smaller iPad Pro is made from same materials as the original, says Schiller.
"But there's no much more to this display."
He says it's the lowest reflectivity of any tablet.
"And it's brighter, too."
10:49 a.m
Schiller says the new iPad Pro will also feature Night Shift app.
True Tone display also makes its debut here. It measures the colour temperature of ambient light and adjusts the display to match.
10:51 a.m.
Schiller says the new iPad Pro will have Apple's fastest chip yet (A9X)
10:55 a.m.
Specs below for the new iPad Pro camera (which allows you to shoot 4K video).
10:56 a.m.
Price starts at US$599 for 32gb model
Schiller says for the first-time ever, an iPad will offer a 256gb configuration (US$899)
11:01 a.m.
Cook is back on stage to (apparently) wrap things up
11:03 a.m.
Cook says Apple will be moving further product launches to its new campus and the attached theatre in 2017
