Apple has unveiled a smartwatch - the Apple Watch - its first new product line since the first iPad and the death of its co-founder Steve Jobs.
The watch device runs apps, acts as a health and fitness tracker and communicates with the iPhone, the BBC reported.
While rival smartwatches already exist, experts said Apple had a history of entering sectors relatively late and then changing their direction.
Apple also unveiled two new handsets that are larger than previous models.
The iPhone 6's screen measures 11.9cm and the iPhone 6 Plus's 14cm - a change that analysts said should help prevent users migrating to Android.
It also announced a new service called Apple Pay, which chief executive Tim Cook said he hoped would "replace the wallet" in shops.