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The $99 Apple Pencil is a new accessory that works with the iPad Pro. Apple chief design officer Jony Ive said in a video that the iPad display senses the pencil's force and angle to vary the appearance of the lines a user draws.

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Eric Risberg/AP Photo
PHOTO: Phil Schiller, Apple's senior vice president of worldwide marketing, introduces the new Apple Pencil at the Apple event in the Bill Graham Civic Auditorium in San Francisco, Sept. 9, 2015.
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The Apple Watch OS 2 will be available Sept. 16. The event kicked off with a demo by AirStrip, a mobile healthcare company, which can use the Apple Watch to help doctors monitor the health and heartbeat of a pregnant patient and her baby.

Available in select stores in October, Apple introduced a new luxury Apple Watch Hermès collection, starting at $1,100 for the 38 mm stainless steel case. The company also introduced new Apple Watch models and bands, gold and rose gold aluminum, available at the same price as the rest of the Apple Watch Sports lineup. The Apple Watch Sport silver aluminum comes with a new orange or blue sport band. The pricier Apple Watch Edition now offers an 18-karat rose gold case.

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Beck Diefenbach/Reuters
PHOTO: Jeff Williams Apple's senior vice president of Operations, speaks about the Hermes watchband for the Apple Watch, during an Apple media event in San Francisco, Sept. 9, 2015.
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Apple is updating the watch's classic leather in new brown and black shades, plus a stainless steel case for the Product(red) brand, with some proceeds going to the fight against HIV/AIDS.

Apple CEO Tim Cook said the future of television is apps.

\"PHOTO:
Beck Diefenbach/Reuters
PHOTO: Eddie Cue, Apple's senior vice president of Internet Software and Services, discusses Apple TV pricing during an Apple media event in San Francisco, Sept. 9, 2015.
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Customers can get the new Apple TV, which is twice as expensive as the previous model, starting in October, and the Apple tvOS is available to developers today. The device starts at $149 for 32 GB and $199 for 64 GB. Among its features is the Siri remote which simplifies how users navigate and select through content. It features a glass touch surface for you to control with your hand, or you can use your voice to search shows and movies by cast, title genre or popularity. You can speak search commands such as, “Find the best funny movies from the ‘80s” and “Find movies with Jason Bateman.”

The remote battery lasts three months, charged with a lightening connector. Demonstrations of gaming and shopping capability showcased the Apple TV's capabilities with Siri and re-designed apps like Gilt.

\"PHOTO:
Eric Risberg/AP Photo
PHOTO: Eddy Cue, senior vice president of Internet Software, discusses the Apple TV product during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Sept. 9, 2015.
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Get real-time updates as this story unfolds. To start, just \"star\" this story in ABC News' phone app. Download ABC News for iPhone here or ABC News for Android here.

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