Apple goes bigger on iPad, touts force on new iPhones

CEO Tim Cook and other top Apple executives today unveiled a larger tablet dubbed the iPad Pro, a revamped Apple TV and near the tail of a two-hour-long event, new iPhones.

At a much bigger venue than in the past -- San Francisco's 100-year-old Bill Graham Civic Auditorium, a hall where the Apple II debuted in 1977 -- Apple kicked off what Cook called a "monster roll-out."

For his fifth iPhone introduction since taking the reins from co-founder Steve Jobs in 2011, Cook kept to tradition by opening the event and then introducing other Apple executives, including COO Jeff Williams, marketing chief Philip Schiller and Eddy Cue, who leads the Internet software and services group, to carry much of the load.

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