SAN FRANCISCO (KGO) -- Thousands gathered at Bill Graham Civic Auditorium in San Francisco as CEO Tim Cook took the stage to announce a slate of new and updated Apple products from new iPhones to iPads, and there's even a pencil.
But the Apple TV seems to be creating the most buzz.
The late Steve Jobs said in his biography that he finally figured out the future of TV. His successor, Tim Cook, delivered on that comment Wednesday. The key is it will deliver more than TV shows and movies, and its remote control is quite different.
"We believe the future of television is apps," Cook said during Wednesday's unveiling.
Apple is taking what it learned from the iPhone and is eagerly waiting to see what app developers will do for big screen TVs.
The new Apple TV is a set-top box that has Siri built in that you can ask for assistance in finding a TV program, or movie. It's also going to have an app store of its own, and for many that will mean games.
"There are a lot of people that do not self-identify as gamers," said Danielle Levitas, an App Annie Analyst. "The mobile phone space absolutely created a whole new set of gamers who never would have materialized if it wasn't for the iPhone and Android devices. To me, the Apple TV is another platform for people to start playing games who never would have brought a console into the living room."
It's going to create entertainment on demand that Creative Strategies analyst Tim Bajarin thinks will be very appealing.
"What Apple's done is they've advanced that concept by bringing Siri this new remote, so search is easy, and I can now get my content when I want it, and I think millenials will probably be the ones to jump on this faster," Bajarin said.
Apple also introduced new models of its watch, including one designed by the fashion house Hermes and the largest iPad ever, just over 12 inches, called the iPad Pro. It's going to appeal to graphic artists and business people who need the power of a desktop, but in a handheld form.
As expected, Apple introduced two new iPhones, the 6S and the 6S Plus. But they have some brand new features, including the ability to animate still photos and new ways to use the touch screen beyond tap, scroll and stretch.
Apple will start taking orders for the new iPhones this weekend. The new Apple TV will be out in October.
The iPhone is still at the center of Apple's sales and profits, but the new Apple TV could be a major driver in the years ahead.