The world tends to stop and listen whenever Apple holds one of its famed live events.
The latest edition was no different, with lots of familiar hype and products unveiled.
Here’s what we learned.
1. Small is big
Having spent the last couple of years convincing us that bigger is better when it comes to screen size, Apple has now gone the other way in order to capture more entry-level users.
Both the new iPhone SE and iPad Pro are smaller versions of existing phones and tablets, with the aim being to convince more people to upgrade, and get the best features without having to make a massive jump in size.
2. Prices are going down
Crucially, prices have been cut too. The new iPhone will start at £359, making it the most affordable iPhone Apple has ever released.
The iPad Pro has had the same treatment, with that new 9.7-inch version starting at £499 – nearly £200 less than the larger Pro.
3. Tim Cook did talk encryption
With Apple due to face the FBI at a court hearing tomorrow, many wondered if Tim Cook would use a public appearance a day before that hearing to comment on the encryption debate. He did.
Cook said Apple would not back down or abandon their responsibility to protect user data and privacy, and thanked the tech community for their support.
4. Apple Watch is getting more fashionable
Although there was no new Apple Watch, there was a wave of new wristbands for the smartwatch.
These included a new Woven Nylon band, as well as a very cool space black version of the Milanese loop design.
5. Apple loves Yaks
In an early section of the presentation looking at how the firm is trying to do more for the environment, a picture of some yaks sent social media into meltdown.
The reference was all to do with installing raised solar panels in China so as not to disrupt wildlife.
6. And your health
Time was also spent discussing how Apple products can be used to monitor and improve the health of users.
There were demonstrations of apps that can help diagnose autism in young children, as well as apps to help Parkinson’s disease sufferers monitor themselves, and others to track their healthcare needs such as medication intake.
7. Software updates for iOS and tvOS
A tidying up of tvOS for the Apple TV was also announced, with folders for apps being introduced to help users organise their entertainment apps much more easily.
iOS 9.3, for iPhone and iPad is also on the way. This includes Night Shift mode, which uses geolocation to lower the blue tones in your device’s screen after sunset with the aim of improving sleep.
Touch ID fingerprint locking is also coming to Notes to help users who want to keep certain things private.