With the debuts of Apple Watch and iPhone 6 models stretched to fit a hot "phablet" trend, the California company delivered what rumors had predicted leading up to the event.
The Apple Watch, a sleek wrist device that links to the iPhone, "will redefine what people expect from this category," chief executive Tim Cook said at a carefully staged presentation in Apple's hometown Cupertino, California.
Market tracker IHS saw Apple as aiming to reset the wearable computing market the way it transformed the world of smartphones with the release of the iPhone.
"But moving into a new category is a bold, expensive and risky effort," IHS said in an initial analysis of the Apple announcements.
Despite an array of smartwatch releases, no one seems to have found the key to the market, according to analyst Roger Kay of Endpoint Technologies.
Syncing Apple Watch capabilities to iPhones also means that the overall cost of strapping one on could near $1,000, Kay noted.
"I'm not getting the impression that Apple has nailed the category," Kay told AFP.
The latest Apple announcement failed to move Wall Street, with stock in the computer titan closing down by 0.4 percent and slipping a touch further in after-market trades.
'Welcome to the party'
The iPhone 6 models boost screen sizes in what some see as the company catching up to a "phablet" trend combining features of smartphones and tablets.
"Bigger screen. Better performance. Elegant design. Welcome to the party #iPhone 6," Taiwan-based smartphone rival HTC said in a message fired Apple's way on Twitter.
Apple's main rival Samsung has long had a range of larger handsets and has tried to market a smartwatch of its own.
The new iPhone 6 will start at the same price of existing iPhones at $199 for US customers while the iPhone 6 Plus will be at $299 with a two-year contract.
Apple said the devices would be available in at least 115 countries by the end of the year and that it will begin taking orders for iPhone 6 models on Friday.
Paying with a tap
Apple also added a mobile wallet, which Cook said would replace an "antiquated payment process" with a new system that allows consumers to touch their phones to retail terminals to pay.
The new payment system will be built into the new iPhone and the upgraded Apple's operating system called iOS 8.
Cook introduced Apple Watch with the "one more thing" introduction that was a trademark of iconic Apple co-founder Steve Jobs.
"It is the next chapter in Apple's story," Cook said of the company's first new product category since the death of Jobs in 2011.
"We invented intimate ways to connect and communicate directly from your wrist; it works seamlessly with iPhone and it is also a comprehensive health and fitness device."
Apple watch will start at $349 when it is released early next year, according to Cook. The smartwatch will work with iPhone 5 and newer models.
But some analysts said the delayed rollout could be a problem for Apple.
With no Apple Watch on shelves for the Christmas shopping season, people hankering for a smartwatches may turn to those offered by Samsung, Motorola or other Apple rivals, reasoned analyst Rob Enderle of Enderle Group in Silicon Valley.
"Once Apple announces something, people want it; and there lies the danger," Enderle said.
"People don't leave IOUs under the tree for Christmas."
Consumers typically have less cash to spend on accessories like Apple Watch after the holidays.
While Apple Watch has touch-screen capabilities, many controls were designed into a "digital crown" button so fingers do not block screens.
Sensors can detect a wearer's pulse, and the device syncs with location-sensing features in iPhones to provide a "comprehensive picture of activity" and help work toward fitness goals.
Applications for the watch include map software that guides the wearer to destinations with gentle "taps" on the wrist.
Apple showed off programs for checking into American Airlines flights, unlocking Starwood hotel room doors, and even controlling home lighting or temperature.
Forrester analyst Frank Gillett believed Apple appeared poised to revitalize wearable computing but that it could take longer to catch on than the iPhone or the iPad.
"Because so many others have hit this so hard, it is not going to be the runaway like the iPhone or the iPad," Gillett said.