Apple finally took the wraps off new iPods and a revamped Apple TV, along with a move into social networking, all in time for the upcoming holiday season.
Apple's CEO Steve Jobs took the stage and got plenty of applause as he announced the company's new gadget line up - just in time for the holiday season.
The upgraded iPods- led by the iPod touch- created immediate buzz.
Sascha Segan of PCMag.com.
"This iPod Touch which now has an HD video camera and a front facing camera is going to probably kill the Flip video market and it's going to really put their FaceTime video calling thing into the forefront. Before you could only FaceTime between iPhone 4s- now there's going to be all these iPod touches out there without AT&T contracts where people are able to talk to each other."
But the tone was very different when it came to revamping Apple TV - a device that has in the past been one of Apple's few misfires. The latest one is smaller and will cost just $99. Users can rent- not buy- programming, including content from video rental site Netflix.
But it's what Apple TV does not have that has some scratching their heads:
"It's like you are out in the woods with a yankee antenna. All you can get it ABC and Fox. You can't get CBS, You can't get NBC, you can't get a lot of cable programming. You have to pay $24 for a season's worth of shows and then you can't watch them twice, and the movies, well, they are more expensive than Blockbuster and they are on the same schedule. So I just don't see this changing people's behaviors."
The company is also facing competition from rivals like Google TV.
And finally not wanting to be left out of the social networking game- the latest version of iTunes will have a social networking feature called Ping- which Apple referred to as Facebook and Twitter meets iTunes.
Bobbi Rebell, Reuters