Cook unveiled a series of software updates for all Apple's products and three new products.
Apple senior vice president of software engineering Craig Federighi said the next Mac operating system will be named "High Sierra" in tribute to the California mountain range. The new OS also brings changes to the Control Centre. For instance, it'll not only try to understand which apps you use and at what time of the day, but also suggest topics based on what content you are viewing on the phone.
Which devices will be able to get iOS 11? The app will let users stream all the Amazon original hits. It includes new features for watchfaces, such as a new Siri-based watchface.
The iOS 11 Photos app will also be completely refreshed, with machine learning capabilities, to identify events and memories for automatic sorting of photos.
Apple new product that is much expected by its followers is the HomePod. The smart speaker uses spatial awareness to analyze its environment and adapt its sound to the room.
HomePod is created to work with an Apple Music subscription for access to over 40 million songs and deep knowledge of personal music preferences. This seems to be a release in competition against Amazon's Echo speaker and intends to redefine the way music is listened at home.
The new 10.5-inch model reduces the borders by almost 40 percent to fit into an incredibly compact package that still weighs just one pound.
The new iPad Pro is powered by the new A10X processor paired with a 6-core CPU and 12-core GPU and also comes with fast-charging and fast USB 3 transfers. Other navigation apps, like Google Maps, will also work, although not quite as easily.More news: Apple's HomePod speaker pumps up the volume on tech rivals
More news: LeBron James, Kevin Durant reportedly made hip-hop track together
More news: 100000 children in extreme danger in Mosul, trapped behind Islamic State lines
The watchOS 4 brings more intelligence and fitness features to Apple Watch. While Siri was previously available on the Apple Watch, the assistant's ability to automatically show information was limited.
With an all-flash architecture and all-new thermal design, iMac Pro delivers up to 80 percent more cooling capacity in the same thin and seamless iMac design.
It features a gorgeous 27-inch Retina 5K display, up to 18-core Xeon processors and up to 22 Teraflops of graphics computation into a stunning new space gray enclosure, and it's the most powerful Mac ever made.
"HomePod" will be available starting in December, initially in Australia, Britain and the US.
Cook also praised the Apple developer community which has 16 million registered developers and added three million past year.
There will also be a new Translation feature, which will support Chinese, French, German, Italian and Spanish to start with, but will get bigger as time goes on.
He said that iOS 10 had almost 96% satisfaction with 86% iPhone users installing the update as compared to only seven per cent Android users who installed Android Nougat - the latest version of Google's operating system. The update also includes refinements to Photos, Safari and Mail.